# Humorous Wet Wipes Campaigns goodwipes Partnered with Hallie Batchelder on Wet January By Kalin Ned | Published 2026-01-31 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/wet-january References: [instagram](https://www.instagram.com/reels/DUBmt-0gcSV/) 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](https://www.trendhunter.com/trends/ultimate-fresh-hygiene-wipes) as part of a [New Year's resolution concept](https://www.trendhunter.com/trends/unready-for-anything). 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](https://www.trendhunter.com/trends/kiehls-response), 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. Image Credit: goodwipes x Hallie Batchelder ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 68% | Activity: 76% | Freshness: 63% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### What Makes This Trend Stand Out - **Humorous Marketing Campaigns:** Companies leverage humor in marketing to engage consumers and challenge societal norms, creating memorable brand experiences. - **Influencer Partnerships:** Brands are increasingly collaborating with influencers to amplify reach and foster authentic connections with targeted audiences. - **Event-centric Brand Revitalization:** Brands are hosting experiential events to breathe new life into their image, encouraging consumer engagement through unique in-person interactions. ### Sectors Adopting This - **Personal Care Products:** The personal care industry is innovating by incorporating provocative marketing and product differentiation to entice consumers away from traditional options. - **Digital Marketing:** As brands seek to break conventional barriers, digital marketing is embracing non-traditional approaches, including humor and authenticity, to connect with audiences. - **Event Planning:** The event planning industry is experiencing a surge as brands turn to exclusive experiences that offer direct consumer interaction and immersive brand storytelling. ## Related on Trend Hunter - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [Unapologetic Women-Centric Campaigns](https://www.trendhunter.com/trends/o-positiv-health.md) - [Cheeky Sports-Inspired Diaper Campaigns](https://www.trendhunter.com/trends/huggies1.md) - [Period Care Campaigns](https://www.trendhunter.com/trends/honey-pot.md) - [Cooling Male Hygiene Wipes](https://www.trendhunter.com/trends/menthole-xxtreme.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Athlete-Backed Stigma-Addressing Campaigns](https://www.trendhunter.com/trends/anna-leigh-waters.md) - [Versatile Cleansing Wipe Products](https://www.trendhunter.com/trends/nicepak-wetnaps.md) - [Reassuring Leakproof Underwear Campaigns](https://www.trendhunter.com/trends/youre-good.md)