Despite no advertising and essentially only potty memes, Dudes Wipes, a flushable wipe for men, was on its way to becoming one of the fastest growing men’s hygiene products. But, with adult wipes having only 24% household penetration, the Dudes needed to start going after the toilet paper industry as a whole in order to make a true dent in the market.

We were tasked with building a national launch campaign that would convince men to question their current archaic cleaning method of dry-wiping with toilet paper. Because obviously, wet cleans better than dry, pants down.

While the 30 second anthemic spot was hilarious and would surely get attention, I knew we needed more touch points in order to truly change consumer behavior. We therefore created several follow-up sequential spots, including Re-Learning to Wipe, that hit on a much more specific reason to believe in the brand.

My team partnered with the creatives to build out a national theoretical plan that would test multiple media strategies, giving us the confidence to roll the right number of assets out nation-wide.

We launched in late 2023, and are already seeing a sales increase of 46%.