Wet Ones Clarifies Their Usage with New "Just For Hands" Campaign
PR Newswire•05/10/2026•10:00 ET
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Key Highlights
- ➤Wet Ones launches “Just For Hands,” its first major campaign in years
- ➤Campaign spans 100 LinkNYC kiosks, 60 transit shelters, and 20 digital newsstands
- ➤Wet Ones wipes kill 99.99% of common bacteria and moisturize for up to 8 hours
- ➤Edgewell Personal Care operates in more than 50 markets with approximately 6,800 employees
Expert Statements
Veronique Mura, General Manager/Sr. Vice President, Body & Skin at Edgewell Personal Care
“As Wet Ones' first major campaign in years, we wanted to come back in a way that felt bold, unexpected and unmistakably us. We saw an opportunity to have some fun, push the creative and get people talking - all while reinforcing a simple message rooted in what Wet Ones has always been about: hands.”
Yohan Daver, Executive Creative Director, BBH USA
“We wanted to create a double take – that split second when you think you're seeing one thing, and then realize you're looking at something completely different. That moment of confusion is where the fun begins. Every image is designed to pull you in, make you look twice, and then land on one very simple truth: Wet Ones are for hands only. The craft had to make the illusion feel completely real, and by taking the idea across New York City at scale, we're turning one clever visual device into a much bigger cultural moment.”
Wet Ones Clarifies Their Usage with New "Just For Hands" Campaign PR Newswire
The Brand Takes Over New York City with Playful Reminder: No Ifs, Ands, or Butts
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