Parenting can be hard. When it comes to baby number one, many parents see nothing wrong with basing actions on instinct and hoping for the best rather than a more calculated approach. But with the constant stream of advice flowing from every person who’s ever taken care of a child, it’s understandable how new moms and pops can begin to doubt themselves and their more laissez-faire strategy.
This lessened confidence is what baby-brand Tommee Tippee is trying to combat. The company’s founders are of the mindset that new parent instincts are better than they think. And to showcase this belief, Tommee Tippee created the product Advice Wipes – the perfect way to take out frustration without offending advice-pushers.
Advice Wipes are baby wipes made from recycled parenting books, magazine articles, and printed blog posts so new mommies and daddies can “deal with” everyone’s words of so-called wisdom how they’ve wanted to all along.
These specially-designed wipes are a part of Tommee Tippee’s new #ParentOn campaign. They do actually exist (unlike some other products we’ve featured) but they aren’t available for sale to the public. The product is Tommee Tippee’s way of rebuking the baby industry’s twisted approach: create doubt in parents’ minds that can only be dissipated with a product. Tommee Tippee prides itself on having created smart, simple, and innovative products for fifty years without tearing down parent confidence during the process.
“Humans were having babies for 200,000 years before the first baby book was written,” said Eric Silver, chief creative officer for Tommee Tippee. “We’re saying to new parents, ‘You got this. You know what you’re doing.'”
So the next time a new parent feels overwhelmed by another ridiculous childcare tip, Tommee Tippee hopes they’ll take a deep breath and choose to trust their own instincts instead.