What’s This?

The campaign “What’s This?” by BarrettSF for Pipette positions the brand as a trusted solution in the baby and mom skincare market, emphasizing safety, transparency, and simplicity. By highlighting Pipette’s clean, pediatrician-approved, and ethically certified products (EWG Verified™, Leaping Bunny Certified, hypoallergenic), the campaign promises parents peace of mind when selecting skincare for sensitive baby skin. The core value proposition is reducing parental anxiety linked to product safety, enabling caregivers to focus more on the unpredictable challenges of parenting rather than second-guessing skincare choices. Strategically, the campaign leverages a relatable insight: parenthood is inherently filled with uncertainties and questions. By framing Pipette as a reliable and question-free choice amid these complexities, the brand taps into the emotional and practical concerns of new parents. The creative angle uses everyday parenting scenarios to reinforce this message, implicitly contrasting the simplicity and trustworthiness of Pipette products against the broader market’s potential confusion or skepticism. Targeting U.S. parents through film media and online platforms, the campaign supports Pipette’s expansion into both digital and traditional retail channels, including major stores like Target and Amazon. This approach integrates a strong clean-beauty narrative with consumer values around ethical sourcing and safety certifications, effectively positioning Pipette within the competitive beauty and personal care landscape for children.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign is structured around the familiar uncertainty parents feel regarding products for their babies’ sensitive skin—signaled by phrasing like “Parenthood already has enough questions” and references to “life’s big parenting mysteries.” The narrative sets up this tension (problem), then immediately presents Pipette as the solution: “We make clean products you never have to question.” The framing emphasizes resolving the parental anxiety about safe skincare choices, directly embodying the “show the problem, then solve it” creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats