DUDE Wipes extended the momentum of the Super Bowl with its “Gut Reset" campaign, targeting the day after the big game, when many consumers are dealing with the effects of overindulgence.

The brand partnered with Kellogg’s Raisin Bran and former NFL tight end Jake Butt for a social-first activation that playfully addresses digestive health while reinforcing DUDE Wipes’ core product benefit.

By meeting audiences in this specific post-event moment, the campaign drives awareness and trial in a way that feels timely and on-brand.

“We said it from day one, when Sean, Jeff and I started [DUDE Wipes], that [our marketing] can’t be something that sounds like it comes out of a corporate boardroom,” said Ryan Meegan, CMO of DUDE Wipes. “It’s got to be fun, it’s got to be authentic, and bring some humor and energy.”

Despite the risks of bathroom humor, the brand isn’t afraid to push the envelope.

• “We understand that not everybody’s gonna like us,” said Meegan. “And if you try to be everything to everybody, it’s just not going to work out that way.”
• In fact, they see friction as a sign of focus.
• "We actually think it's a healthy thing if we have some haters and some people that don't like us, because I think that that means that you're doing something right."

This brand clarity accelerates execution, enabling faster decisions and more confident action across the organization.

“Simplicity equals velocity,” said Meegan. “We know who we are and don’t deviate from that. It helps us make decisions so quickly and do what we do, be who we are, and just move at lightning speed while having fun.”

Finding a partner willing to lean in

DUDE Wipes has long tried to partner with food and beverage brands, but Meegan said most hesitated to acknowledge the bathroom connection.

“Over the years, we’ve tried to work with many food or beverage brands, and we joke they typically go running for the hills… they’re just not willing to admit that their food or beverage, you know, causes people to go to the bathroom,” he said.

Raisin Bran was the perfect partner because it embraced that truth and saw it as an opportunity to connect with consumers.

“Having a world-renowned brand like Raisin Bran come to the fold and be willing to lean in like that and have fun and own it [was great] because consumers appreciate that authenticity. It was a no-brainer when they came to the table,” said Meegan.

Beyond the social activation, the Gut Reset campaign also included a sweepstakes for fans to win a branded bundle of DUDE Wipes and Raisin Bran.

• The giveaway extends the campaign from cultural commentary into product engagement, using a timely moment to drive awareness and trial.
• “It’s a household penetration game for us,” said Meegan, noting 75% of consumers who try flushable wipes remain with the category, according to Meegan.

Sports as an awareness driver

For DUDE Wipes, sports is not a one-off activation channel. It’s a long-term growth lever.

“We’ve always used sports as a vehicle to push the brand forward and grow that awareness,” said Meegan.

Jake Butt exemplifies that strategy.

• As a former NFL tight end, he brings credibility. And as a personality willing to embrace the humor, he brings alignment.
• “Jake is an awesome ambassador for the brand,” said Meegan. “He leans into his last name and doesn’t run from it and has fun with it.”

The company is now scaling that approach through more long-term partnerships. For example, DUDE Wipes has recently been named an official partner of the WWE.

• Under the agreement, WWE champion Dominik Mysterio will feature DUDE Wipes branding during every in-ring appearance across WWE programming, including "Monday Night Raw."
• “So anytime Dominik makes an appearance, he will be wearing a DUDE Wipes logo, and something like that has never been done in WWE before,” said Meegan.

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