• by Les Luchter , August 26, 2025

Happy National Toilet Paper Day!

Dude Wipes, the toilet paper alternative that embraces, um…cheeky advertising, is observing the “holiday” on August 26 with a 24-hour blitz of 650 digital billboards nationwide -- including locations where leading TP brands are based.

“Mammas, don't let your babies grow up to be dry guys,” sports a billboard in Ft. Worth, Texas., home of Cottonelle parent Kimberly Clark.

“Keep the dry rub on your ribs, not your butt,” reads one in Atlanta,  where Georgia Pacific marketsAngel Soft and Quilted Northern.

Cincinnati, headquarters of Charmin’s Procter & Gamble, rounds out competitor locations.

Supporting retailers who carry Dude Wipes, boards are also up in Bentonville, Arkansas., and Minneapolis, the backyards of Walmart and Target.

In the former, drivers are asked, “If toilet paper is so soft, why’s my butt still traumatized”?

Other markets getting Dude Wipes billboards today include Chicago and Milwaukee.

The campaign, Dude Wipes’ first national OOH effort, consists of 25 different billboards.

Dude Wipes, a 13-year-old brand, has investment support from Mark Cuban.

While, as its name implies, the brand is male-oriented, its 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 customer,”  CMO/ Co-Founder Ryan Meegan told Marketing Daily in June.

One place not seeing a Dudes Wipes billboard today is Kingsey Falls, Quebec, headquarters of Cascades, North America’s sixth largest tissue paper manufacturer.

That brand on August 25  announced the launch of Fluff  Excellence, replacing its premium Fluff Ultra line and supported by what the it called a “major marketing campaign.” Here’s a French-language Facebook post announcing the new product.

Cascades said it has also redesigned the packaging on all its Fluff & Tuff products “to offer better readability, increased differentiation on the shelf, and clearer communication of product attributes through visual pictograms.”