By Lindsay Rittenhouse | July 23, 2026
Dude Wipes has built its $300 million brand on humor—remember when it had a field day playing on bathroom puns during the 2024 Super Bowl, particularly zeroing in on Kansas City Chiefs’ tight end Travis Kelce? Well, despite being a well-known and liked brand of flushable wipes, it maintained just 3% household penetration. As Dude Wipes put it: “Nine out of 10 American homes thought we were hilarious and were still wiping with glorified sandpaper.”
That’s when Powers of Reasoning stepped in.
The agency found that while Dude Wipes had success moving product with its various comical ads, the moments were often fleeting and too disconnected to improve household penetration.
That’s when it hatched the idea for “The Big Dump,” which was named Media Campaign of the Year, Silver at the 2026 Ad Age Small Agency Awards. (Powers of Reasoning also won Media Agency of the Year, Gold in those same awards.) The challenge was that the campaign needed to include placements across seven channels that all fed into one another, and every buy had to stay true to the brand’s funny ethos.
