BarrettSF Launches First Campaign For Clean, Sustainable Baby And Mom Brand, Pipette

BarrettSF Launches First Campaign For Clean, Sustainable Baby And Mom Brand, Pipette

Jan. 14, 2022

BarrettSF has launched its first campaign for Pipette, a baby and mom skincare brand that specializes in designing solutions that work for babies’ sensitive skin. First launched in September 2019, Pipette has quickly expanded its presence both online and in-store with placements at food, drug and mass retailers such as Target, Amazon, Walgreens and buybuyBaby.   

After winning the account in October, barrett worked quickly to concept and produce a collection of ads that would increase brand awareness and familiarity with the gentle, 100% clean and completely nontoxic products. Aptly named, "What’s This?", the work follows harried parents in various confounding situations as they navigate everyday life as a parent and question everything. 

Margaret Park, Senior Director, Creative at Pipette said:

"It was important that we show real moments parents experience on any given day.This age of social media-perfected parenting is dismissive to real struggles and is actually incredibly unkind. Ultimately, our goal was to extend a bit of empathy to real parents by acknowledging the chaos of constant questions that come with the experience, and let them know that Pipette is here to help by making product decisions very, very easy."


Created by an all-female team—including the client team, agency team, director, and editor—the group sought to expand beyond motherhood and develop a campaign that all parents could relate to. With each new situation and corresponding question, it was essential that the vignettes represented real concerns parents encounter, without veering into fear-mongering. 

Marisa Buss, Group Account Director at Barrett said:

"We wanted to communicate the importance of clean and safe products without leaning into fear—after all, parents already have a million and a half worries every single day. Pipette is just one less thing they have to question, and to us, that's a big victory."


With a mission to protect families and the planet through safe, affordable, high-performing products powered by sustainable biotechnology, Pipette found a niche in a crowded category—one that felt authentic to parents and the brand— and barrett found a way to showcase it. 

“What’s This?” launched January 10 on Connected TV and social media. Networks include Hulu, NBC, Spot On, CTV, and Peacock. 

Related News

Oct. 18, 2021

barrettSF Ads Tell Gift Shoppers "Gift The Very Thing" at Online Retailer Redbubble

The video portion of “Gift the Very Thing” launched October 11

Oct. 18, 2021

barrettSF and World Market Make Holidays Magical in Store's Largest 2021 Effort

The campaign will break with digital and social on October 18

Latest News

Jan. 25, 2022

Bowery Farming And Colossus Launch "Feel Good Greens" Campaign

A marketing campaign is inspiring everyone to eat and feel their best

Jan. 24, 2022

Amazon Alexa Takes Us Back In Time In Heartwarming "Prom" Spot From Droga5 London

Prom is the latest film in the global Alexa campaign from Droga5 London