• by Les Luchter , June 30, 2025

Dude Wipes calls its new campaign “The Evolution of Wiping.”

“Since the dawn of time, man has been plagued by itch and irritation from not wiping fully clean, because he was relying on the dry stuff to wipe,” intones a man in a :30 spot as he stands in front of a museum diorama depicting a caveman scratching his bottom against a tree trunk. “But what man didn't realize is that wetter cleans better,” he continues as he enters another museum exhibit, titled “The Future of Wiping,” where a demo on the surface of “Uranus” show’s how “wet extra large Dude Wipes completely clears while dry TP smears.”

The spot ends with the tagline, “Best Clean, Pants Down,” a holdover from when the brand first dropped its drawers two years ago.

The new campaign, again from the Curiosity agency, launched Monday over YouTube, Meta platforms and Amazon connected TV. In a couple of weeks, it will expand to linear TV, including prime time on CBS, NBC and Fox, during NASCAR coverage on the CW, and over some two dozen cable networks.

“Networks haven’t traditionally partnered with a brand like Dude Wipes, which initially made them more cautious,” the brand’s CMO/ Co-Founder Ryan Meegan acknowledges to Marketing Daily, “On the surface, bathroom jokes can seem inappropriate or an angle networks would like to shy away from.”

However, “while the approval process still involves significant collaboration to ensure we maintain our unique brand identity,” he says, Dude Wipes is “gradually overcoming perceptions and breaking down barriers” due to its “rapid growth, strong consumer affinity and distinct, fun and irreverent humor and voice.”

The 13-year-old brand, which has investment support from Mark Cuban, supports its “rapid growth” status through two stats: $182 million in retail sales since 2019, and ranking as the third fastest-growing brand in the $14 billion bath tissue market, per Nielsen/Stackline data for @024.

The campaign, which also include a :15 spot, has no set end date.

While, as its name implies, “Dude Wipes” is male-oriented, the brand’s marketing is targeted to reach 18- to 45 year-olds of both sexes, and designed to “increase household penetration, increase brand awareness, and keep Dude Wipes top of mind for our current customers.”