The brand’s ability to find common ground with other health-conscious but edgy brands was further demonstrated in a collaboration with Olipop, the prebiotic soda company. Initially launched as an April Fool’s prank, the partnership evolved into a campaign with a surprisingly clear and logical through-line. The collaboration featured a limited-edition wipe inspired by Olipop’s Peaches & Cream flavor, accompanied by the catchy tagline, "Treat your butt as good as your gut." Diehn noted that because Olipop focuses heavily on the importance of fiber and digestive health, the association with what happens next in the bathroom was a natural progression. The campaign successfully bridged the gap between "gut health" and "butt health," showing that the two are inextricably linked parts of a holistic wellness routine. It was a prime example of how Goodwipes uses humor to lower the barriers of a conversation that many people are still uncomfortable having.
This challenge of changing everyday behavior is something Diehn and her team think about constantly. Bathroom habits are among the most private and ingrained behaviors a human can have, and introducing a new product into that routine requires more than just a good sales pitch. It requires a shift in cultural permission. Diehn described this process as "ripping off the Band-Aid," explaining that the brand often needs to be the one to give people the permission to have the conversation about bathroom health in public. By being the first to crack the joke or address the discomfort, Goodwipes creates a space where consumers feel comfortable acknowledging that the traditional way of doing things might be outdated.
To find these opportunities for conversation, the brand often looks toward "mini-moments" and existing cultural trends. Diehn pointed to the "hot girls have IBS" trend on social media as a significant moment for the brand. This trend saw young women openly discussing their digestive struggles, effectively stripping away the shame and secrecy that had long surrounded irritable bowel syndrome and other gastrointestinal issues. Similarly, the brand has found a welcoming audience among the running community, where "pooping during races" is a well-known, if rarely advertised, reality of the sport. By tapping into these specific cohorts, Goodwipes is able to speak authentically to people who are already having these conversations. Rather than trying to create a brand-new dialogue from scratch, the company simply joins the ones that are already happening, offering a solution that is both practical and culturally relevant.
