goodwipes launched a bold and humorous out-of-home (OOH) campaign at the 2025 New York City Marathon, using playful messaging and interactive experiences to promote its line of flushable wipes. Designed to engage both runners and spectators, the activation combined product sampling with cheeky advertising to build awareness in a lighthearted and memorable way.
At the marathon bib pick-up, participants were greeted with complimentary goodwipes samples and humorous branded materials, including stickers and sidewalk advertisements featuring the slogan “Hey NYC, let us wipe your butt.” This activation reflected the brand’s signature irreverent tone while emphasizing cleanliness and comfort.
Complementing the on-the-ground effort, an aerial banner circled above the starting line in Staten Island with the phrase “Run Like You’ve Already Pooped.” The campaign serves as the first in a series of OOH stunts leading up to the formal reveal of goodwipes’ packaging rebrand later this month.
Image Credit: goodwipes
Key Themes Behind This Trend
- Humorous Brand Engagement
- Engaging consumers through humor and playful messaging creates memorable brand interactions, fostering a strong emotional connection.
- Interactive Outdoor Campaigns
- Interactive elements in out-of-home advertising draw consumers in, making the experience participatory and more impactful.
- Witty Advertising Messaging
- Using clever and cheeky slogans in advertising captures attention and differentiates brands in a crowded marketplace.
Where This Applies
- Personal Hygiene Products
- The growing focus on cleanliness and convenience positions flushable wipes as a desirable product in the personal care sector.
- Sports Event Marketing
- Large-scale events like marathons offer unique platforms for brands to engage diverse audiences through innovative marketing tactics.
- Out-of-home Advertising
- The evolution of OOH campaigns to include humor and interactivity signals a shift in how brands connect with consumers in shared spaces.
