As it turns out, talking smack in a marketing campaign does work (sometimes). For DUDE Wipes, this approach paid off more than they ever imagined when they decided to use their brand to poke fun at the opposing team during an MLS soccer game. 

Riffing on Cincinnati's famous chili, they posted, "Anybody having Cincinnati chili tonight? Get some DUDE Wipes” on the LED board during the game. It was definitely a risky move, but the fun, lighthearted approach was memorable and engaged fans of both teams.

That moment and the success that followed was all they needed to know that they hit the sweet spot with their customers. 

Their use of snarky humor revealed that engaging customers in an authentic, light-hearted way should be a top priority for brands. And why not address the elephant in the room? Everybody knows why you’re buying their product and when you’re going to use it. There’s no need to be shy here, and everyone can laugh about it together.

According to Ryan Meegan, CMO of Dude Wipes, truly understanding what makes your brand and audience tick is key to fostering brand loyalty. He believes that understanding your customers' passions and preferences allows you to develop creative brand experiences they'll love, which in turn builds fierce loyalty. 

"If they're wearing your brand as a badge of honor, so to speak, then they are customers for life," he explains. He suggests that CMOs should focus on uncovering what makes their audience tick and then honing in on that and celebrating it. 

His advice is all about strengthening connections with customers and having fun in the process. Don't rely on generic campaigns — dig deeper to understand your audience's unique interests and desires. Spot opportunities to weave the brand into those cultural conversations, like they did with they snatched-up stadium space at an FC Cincinnati game. When you bring the fun, your customers will join in (and tell their friends all about you). 

When you tap into customers' passions and speak to them in a voice that resonates, they're more likely to become outspoken brand advocates. They'll proudly display your logo and talk up your products if they align with their identity and values. Win their hearts, and their loyalty will follow.

If you’re ready to learn more about how Ryan Meegan and DUDE Wipes subvert stereotypes and get the confidence to take huge marketing risks, check out the rest of his interview on the Question Everything podcast.