WaterWipes Hallowclean
WaterWipes Hallowclean
the task
WaterWipes set out to own one of the messiest moments in the family calendar, Halloween. FUEL was briefed to create a standout family experience that would bring WaterWipes Textured Clean to life in a way that felt authentic, playful and culturally relevant rather than traditionally advertised.
The challenge was to connect with Irish parents through real moments of chaos such as face paint, crafts and pumpkin picking, while driving awareness, product trial and social content. The ambition was to create an experience that parents genuinely valued, children loved and creators wanted to share, positioning WaterWipes as an essential part of family life when things get messy at Halloween.
the experience
FUEL partnered with Luggwoods in Co. Dublin to create Hallowclean, a pre themed Halloween trail designed specifically for families with young children.
Irish content creators and their families were invited to experience the trail, which was fully dressed from start to finish with pumpkins, Halloween décor, arts and crafts stations and face painting. WaterWipes was woven seamlessly into the experience, appearing exactly where parents needed it most, from messy hands to painted faces and creative chaos points along the trail.
Families received a WaterWipes media drop in advance to support content creation ahead of the day, while one paid influencer captured the experience across grid posts and stories. Branded aprons, sampling stations and subtle signage ensured strong visibility without disrupting the magic of the day. The result was a brand led experience that felt genuinely useful, warm and family first.
the outcome
Hallowclean welcomed 79 attendees across 17 families, delivering strong engagement both on site and online. The experience generated over 50,000 Instagram views through a mix of paid and organic content, alongside the distribution of more than 100 WaterWipes Textured Clean samples.
More importantly, the event delivered on brand perception. Parents responded positively to WaterWipes’ presence, with high levels of word of mouth feedback and natural product use throughout the day. The campaign successfully positioned WaterWipes as a trusted ally for parents during Halloween, a brand that understands that mess is not something to avoid but part of the fun.
For WaterWipes, Hallowclean proved that experiential marketing does not need to shout to be heard. By embracing real family moments and placing the product at the heart of the experience, the campaign delivered relevance, reach and lasting impact.
