Dude Wipes' Poop Humor Fuels $200M Success
Live sports advertising is a booming market, projected to reach $61 billion in 2024. While major brands dominate spending in leagues like the NFL and NBA, Dude Wipes has carved its niche by targeting dedicated fan bases in NASCAR, WWE, the PBA, and even the NHL.
Their approach? Unapologetically embracing bathroom humor.
Co-founder and CMO Ryan Meegan explains their strategy: "Perry Ellis just did a logo slap...They have a lot more money to spend than me, so I need to stand out more." This need to stand out led to creative NHL ads, some airing during a championship game viewed by 10 million people.
This "right place, right time" approach, combined with toilet humor-fueled virality, has been key to Dude Wipes' success. Launched in 2012, the brand secured a "Shark Tank" investment in 2015 and now boasts $200 million in annual sales.
Evolving the Brand's Voice
While humor remains central, Dude Wipes adapts its tone across different platforms. Meegan notes the challenges of navigating linear TV's stricter content guidelines compared to the freedom of social media and digital platforms.
We quickly found that networks were like, 'Yeah, you can't do that. You can't say that.'
The Secret Sauce to Virality
Dude Wipes excels at "newsjacking" – capitalizing on trending events with relevant, often humorous, content. They also strategically target sponsorships in unexpected places like UFC and the Preakness.
This "scrappy" approach, combined with increased investment in mass media, allows them to maximize brand awareness.
Adapting the Media Mix
Dude Wipes maintains a strong retail presence with partners like Amazon, Walmart, Target, Kroger, and Instacart. Their media strategy now includes experimenting with connected TV ads via Amazon, offering more targeted reach and data-driven insights.
A significant investment in podcast advertising further reflects their commitment to reaching audiences where they consume content.
Beyond the "Dude"
Despite the name, Dude Wipes' audience is surprisingly balanced, with 50% women and 50% men. Meegan attributes this to the brand's fun, inclusive nature.
While acknowledging the inevitable "haters," Dude Wipes remains unapologetically true to its brand identity.
