Babies get messier as they get older, but they also get squirmier, making every wipe-up a daily struggle.

So we created a new clean-up anthem scientifically composed to create joy and connection for tiny tots and parents during nappy changes and other messy moments . “The Wipe Up Dance"  turns a moment of frustration into an anticipated moment of connection.

Composed by Squeak E. Clean Studios in collaboration with world-renowned cognitive neuroscientist Dr. Bradley Vines, the clean-up anthem was scientifically created and tested to capture babies’ attention during diaper changes.

Distributed on Spotify and added to the Instagram and TikTok sound libraries for creator use the new anthem was a global hit and translated into 3 languages. ​

Across markets it garnered 69.4M impressions, 142 influencer-led posts  including one with over 10M views and 15 earned media placements. ​And down under In Australia the campaign helped WaterWipes achieve the #1 Share of Voice.