Pura is a brand-new, UK based, family-run company on a mission: to democratise eco-friendly baby products for all. Born from a vision shared by the founders, Guy and Abi Fennell, to shake up the baby care market, challenge current market leaders, and make eco affordable for all. Pura believes that being eco-friendly is no longer a luxury; it’s a necessity.

To support the direct-to-consumer, subscription model of the products, the launch was supported with a social and digitally led launch campaign, and supported by TV, VOD, PR and influencers to launch the brand’s first product: Pura baby wipes and nappies.

The Insight

90% of wipes currently sold in the UK contain plastic, meaning they can last over 100 years in landfill. Yet, the vast majority of consumers are not aware the wipes they are using contain plastic.

The Idea

We are damaging our children’s world with the essentials we’re using to look after them. Therefore, our campaign uses babies as the messengers to deliver the serious problems caused by wipes.


Campaign Launch Film

Babies of the world are not happy. They’ve found out about plastic wipes and they’re demanding a change! Featuring on TV, digital and social, we cast over 70 babies to find the bubbliest, funniest, grumpiest, most expressive little ones to launch our biodegradable wipe revolution for eco baby brand, Pura. Because who better to demand that we grown-ups stop messing up the planet, than the people who’ll have to clean it up when we’re all gone?!


Through a robust strategy of education and advocacy, we created a hard-hitting launch campaign that drove real results.

To create brand salience, our pre-launch comms used real parents and influencers to educate parents on the truth about wipes – that 90% contain plastic and they can last over 100 years! We then used our babies at launch to reveal the brand that’s here to solve this problem.

Lily and the Wipe Monster

To help tell the story of plastic wipes and how they make up 93% of every Fatberg, we created a kids book, given away with every Pura subscription.

It’s all about a little girl who helps a ginormous fatberg go on a diet and together they change the world. It was illustrated by Duncan Beedie and read live on DadsNet by Diversity dance star, Ashley Banjo.



Launch film with a powerful message has received over 6.4 million views on YouTube


Within the first week of its launch we saw 85,000 visits to the website and was the 2nd highest source of traffic on Shopify UK


The brand launch has also received overwhelmingly positive PR and has been picked up by numerous news and advertising publications – including an interview on Sunday Brunch with brand ambassador, Ashley Banjo, The Drum, Campaign, Little Black Book, Mother & Baby,  Dadsnet, Metro Online and the Mirror.