Humorous Wet Wipes Campaigns

goodwipes Partnered with Hallie Batchelder on Wet January

Earlier in the month, the company goodwipes initiated a promotional effort — titled the Wet January Campaign — in collaboration with influencer Hallie Batchelder. This initiative employed humorous and provocative language to advocate for a shift from traditional toilet paper to the brand's pre-moistened wipes as part of a New Year's resolution concept. It served to continue the company's "long-standing mission of breaking bathroom taboos."

The goodwipes x Hallie Batchelder Wet January Campaign was multifaceted as it involved the influencer partnership, out-of-home advertising, and a planned invite-only Wet January Wrap Party in New York City, which occurred on January 29th and featured a celebrity DJ and consumer giveaway.

The initiative was positioned as a central component of a broader brand revitalization that aims to generate cultural conversation through a tone of playful candor.

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