Meegan stated that Curiosity will get the Dude Wipes aesthetic and that the connection has blossomed over the past 12 months.
“To get probably the most potential out of our model and any of our partnerships, the associate has to dive two toes in and get into the toilet humor, brashness and all. Not all companions are prepared to do this with us, however Curiosity has. In order that’s why we’re so excited for these campaigns to go reside,” stated Meegan.
Curiosity artistic director Matt Cragnolin added that the leaders at Dude Wipes set the tone for irreverent however refined humor about wiping butts.
“Our relationship with the Dudes (sure, we name them that) has been stable, trusting and full of guffaws and enjoyable since day one. They’re passionate entrepreneurs who additionally occur to be genuinely nice people … We simply took their lead. That’s the type of shopper you need,” Cragnolin informed Adweek.
Cragnolin stated that going for the ’80s theme within the hero spot made sense for the rising model as a result of the advertisements of that point had been enthusiastic and upbeat.
“You might make a complete spot about individuals elevating their fingers as a result of their pits had been recent, they usually knew it. Actually each single scene could possibly be individuals simply lifting up their arms with unbridled enthusiasm … The jingles that accompanied these spots didn’t maintain again both. These singers actually went for it. All the pieces was wonderful, and all due to a product,” he stated.
Constructing consciousness and grabbing a brand new shopper
Meegan stated that the marketing campaign’s targets are to construct model consciousness and usher in many new prospects to Dude Wipes.
“We want to improve our family penetration and our market share within the $13 billion bathroom paper class. If we accomplish these issues, we will likely be assembly our final aim of enlightening Individuals that Dude Wipes get you fully clear, in contrast to dry bathroom paper after caring for your enterprise, which is able to change your life,” stated Meegan.
General, the grownup wipes class has solely 34% family penetration within the U.S. The model hopes to take away any stigma males could really feel about utilizing flushable wipes and educate shoppers on dry bathroom paper’s shortcomings. Analysis from Curiosity, which handles technique along with artistic for the model, reveals that many males lack confidence relating to the cleanliness of their rear ends, so Dude Wipes has a chance to achieve market share.
Dude Merchandise, the dad or mum firm of Dude Wipes, was based in 2011 by Meegan, Sean Riley and Jeff Klimkowski, three school associates whose mutual diets of burritos and booze despatched them looking for a greater, extra “dude-sized” rest room different to child wipes. The following 12 months they started promoting packaged single-use DUDE Wipes out of their Chicago residence. By 2014, they’d turned their home based business right into a small DTC enterprise, and in 2015, they took to Shark Tank, the place they secured an funding and partnership from Cuban. In the present day, Dude is presently retailing over $100 million {dollars} yearly.
Cragnolin hopes that the marketing campaign hits the appropriate tone—a cheeky, legitimately enthusiastic celebration of butt hygiene.
“I hope when individuals see this work, it makes them smile. Or higher but, chortle. Or higher but, attempt some Dude Wipes. And I hope that, regardless that introduced in a humorous manner, the purpose is obvious: Moist beats dry, pants down,” stated Cragnolin.
