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The :30s:
How do you get men who don’t even know they have a buttoral hygiene problem to question their archaic, dry-wiping ways and switch from toilet paper to DUDE Wipes? You write an ear-worm of a jingle inspired by the over-the-top optimistic advertising of the 80’s. Not only is it a bop you can’t get out of your head, it has an excellent point - wet beats dry, pants down. For our second hero spot, we dropped a spot that literally teaches adults the basics of re-learning to wipe – complete with balloon bums as visual aids.
The radio:
Our 30-second “A.S.SM.R.” spot gives you an audible, theatre of the mind, comparison of what a confident clean feels like when you use wet DUDE Wipes, as compared to using dry, scratchy toilet paper.
The Super Bowl OOH:
To compete with Super Bowl advertisers on a budget, Curiosity delivered a buttload of cheeky animated billboards touting DUDE Wipes as the best choice for your day-after Super Bowl cleanup needs, pants down. We then played them on loop on the side of the Resorts World Hotel. We pulled off this epic placement in 72 hours.
Life-long friends, Sean Riley, Ryan Meegan, Jeff Klimkowski launched DUDE Wipes, the flushable wipe brand targeting men 18-44, out of their Chicago apartment in 2011. Despite becoming a Shark Tank darling and one of the fastest-growing brands in men’s hygiene, DUDE Wipes had only stolen 1% of Big TP’s market share. To get more butts in the funnel – and drive awareness and sales – they had to drop an earworm, a world-class seminar, and a trick play at the Super Bowl.
Here’s a recap of the biggest wins.
Unaided awareness grew 3% (from 12% to 15%) from Q3 2023 to March 2024
Increased 5% in unaided awareness growth among core male demographic from Q3 2023 to March 2024
The only wet wipe brand to increase unaided awareness among females (10% to 12%) from Q3 2023 to March 2024
Grew +3.7 points in total omnichannel share of the wet bath tissue category in Q1 2024
The quick-turn Vegas OOH placement scored more than 35 million impressions, thousands of social media posts and comments, and the attention of industry and consumer press (TMZ, hello) thanks to some cheeky Taylor Swift lines.
[CONFIDENTIAL: DUDE Wipes is on track to reach 2% HHP by 2024. Up 1% from 2023.]
