The Challenge
DUDE Wipes was a fast-growing disruptor with strong cultural traction, but only 24% household penetration in the adult wipes category. To truly scale, the brand needed to stop competing within wipes and start competing against the entire toilet paper category (or, as we called it, Big TP). Yes, it was a creative agencies dream. But it required extreme strategic rigor in order to both…
Drive mass awareness against significantly outspent competitors
Educate consumers on why wet wipes are superior, in a category many didn’t fully understand
The brand needed a clear, differentiated positioning and a national 360° launch platform that would shift consumer behavior.
The Results
The fully integrated national launch transformed the brand’s trajectory:
+185% Retail Sales Growth
+130% HHP Growth
+75% Unaided Awareness
By connecting brand platform, media architecture, and performance rigor, we turned a challenger into a category threat. Plus I now have work my kids will forever think is hilarious.
My Role
As the Activation lead, I partnered closely with strategy and creative to ensure the idea translated into real business growth.
Helped shape the national go-to-market strategy around the core insight: wet cleans better than dry
Built a full-funnel, test-and-learn media plan designed to validate creative and optimize quickly before national rollout
Integrated awareness and education creative into a sequential storytelling approach
Led planning and buying across video, OOH, social, audio, partnerships, Super Bowl activation, and experiential
Developed the measurement framework tying media investment to HHP and sales growth