DUDE WIPES: How Bold Branding Disrupted the Men’s Personal Care Category
DUDE PRODUCTS | PACKAGE DESIGN & NEW PRODUCT DEVELOPMENT
Package design, new products, innovations, we’ve been with the DUDES since their irreverent, humble beginnings and have shared many poop puns along the way.
The Challenge: Breaking Into a Competitive Market
DUDE WIPES entered the market as an emerging disruptor in men’s personal care, aiming to challenge traditional hygiene products with a bold, irreverent brand. However, the brand faced key obstacles:
Crowded Shelf Space – Competing against well-established personal care brands.
Brand Awareness – Educating consumers about the benefits of flushable wipes.
Retail Expansion – Growing from direct-to-consumer (DTC) success to a dominant retail presence.
To stand out, DUDE WIPES needed a disruptive branding and packaging strategy that would instantly grab attention and resonate with its audience.
The Approach: Bold, Unapologetic Branding & Strategic Retail Growth
CIULLA ASSOC partnered with DUDE WIPES early in its journey, providing branding, packaging design, and retail strategy solutions to fuel its growth.
Key Initiatives:
Disruptive Packaging Design – Developed bold, high-contrast packaging that commands attention on shelves and reinforces DUDE WIPES’ unapologetic brand voice.
Retail-Focused Brand Standards – Established consistent brand guidelines to maintain visual impact across all product lines.
Product Line Extensions – Assisted in the launch of new product variants, expanding DUDE WIPES beyond its core offering.
Strategic In-Store Presence – Designed packaging solutions that maximize visibility and drive impulse purchases at retail locations.
Ongoing Innovation & Testing – Continuously refining branding elements to keep DUDE WIPES ahead of trends in the personal care category.
The Results: A Category Leader in Men’s Personal Care
Our strategic approach helped DUDE WIPES solidify its position as a market leader in men’s hygiene. Key results include:
Retail Growth – Expanded into major retailers like Walmart, Target, and CVS.
Increased Brand Awareness – DUDE WIPES became a household name in men’s personal care.
Product Line Success – Successfully introduced new formats and multipacks, increasing purchase frequency.
The Takeaway: Why Strong Branding Matters in CPG
DUDE WIPES proves that bold branding, strategic packaging, and a strong retail strategy can propel an emerging brand into mainstream success. CIULLA ASSOC continues to partner with DUDE WIPES, testing new ideas and ensuring its brand remains fresh, disruptive, and dominant in the personal care aisle.
Want to Build a Disruptive CPG Brand? Let’s Talk.
Looking to elevate your CPG brand’s packaging and design strategy? CIULLA ASSOC specializes in branding and packaging solutions that drive retail success. Let’s create something bold together.