DUDE Wipes Targets Toilet Paper Rivals With First National Billboard Push

Quick listen: DUDE Wipes’ billboard blitz challenges rivals and wins attention — in under 2 minutes.

DUDE Wipes is taking its bathroom rivalry to the streets with its first national out-of-home (OOH) campaign.

Timed for National Toilet Paper Day on August 26, the flushable wipes brand is rolling out 650 billboards in cities across the U.S., using humor to poke fun at competitors like Charmin, Cottonelle, and Angel Soft.

“This is a big moment for us,” Ryan Meegan, Co-Founder and CMO of DUDE Wipes, told DesignRush.

“We’ve always been out of the box with our marketing since starting DUDE Wipes, but this is the first time we've done a coordinated national OOH campaign.

And what better day to do a smear campaign against TP than on National Toilet Paper Day.”

Founded 13 years ago and backed by Mark Cuban, DUDE Wipes has long aimed to disrupt the tissue aisle.

Previous OOH efforts, like a tie-in with Amazon back in 2022, followed a similar creative direction. It used wit and comedy to attract attention from passers-by. 

With this effort, the brand is pushing deeper into the mainstream, aiming to broaden awareness and remind consumers that its alternative isn’t just for men, but designed for households of all kinds.

Billboards With a Point

The latest campaign includes 25 billboard designs with lines such as “Mammas, don’t let your babies grow up to be dry guys” in Fort Worth.

Another reads “Keep the dry rub on your ribs, not your butt” in Atlanta, and “If toilet paper is so soft, why’s my butt still traumatized?” in Bentonville.

Strategically placed near competitor headquarters, the billboards directly taunt industry leaders.

These include:

• Charmin in Cincinnati
• Cottonelle in Fort Worth
• Angel Soft and Quilted Northern in Atlanta. 

Retail partners aren’t left out either, with Walmart in Bentonville and Target in Minneapolis getting their own DUDE Wipes shout-outs.

The campaign’s geographic spread also covers Chicago and Milwaukee, ensuring the message reaches both rival strongholds and key consumer markets.

For DUDE Wipes, it's all about building long-term awareness and finding footing in a category dominated by legacy brands.

With how it uses humor at scale, the company is betting that irreverence can bring it to mainstream relevance. 

Our Take: Can Toilet Humor Sell?

It definitely can, but only if it’s strategic.

What DUDE Wipes is doing here is more than bathroom jokes.

The campaign links humor with placement, intentionally targeting competitors right in their backyards.

This provocation builds conversation and positions the brand as bold, not just cheeky.

We've seen it before from Burger King trolling McDonald's, PEPSI taking notes from Coca-Cola, and more.

Ultimately, it's a reminder that humor works best when paired with a clear competitive stance.

Consumers don’t just laugh, they remember who made them laugh and why.

In other news, Little Caesars recently tapped NFL star George Kittle to take part in its campaign, tying the pizza brand to sports and entertainment.