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DUDE Wipes

DUDE Wipes X Pat McAfee

Influencer
Social

Hut, hut, wipe.

Pat McAfee is becoming a household name for being one of the most “cut the BS” personalities in sports. The former NFL punter likes to tell it how it is on his unscripted talk show that airs with a disclaimer before going live on ESPN. It’s no secret Pat’s entertaining, off-the-cuff style is a perfect pairing for DUDE Wipes. This partnership – or bromance, as we like to call it – came naturally as Pat was already a fan (and avid user) of the wipes. To make it official, we got these two together to tell dudes everywhere how they can get the best clean, pants down.

The challenge

Tap into the ESPN audience to drive awareness of DUDE Wipes among our core consumer target.

The strategy

Just one of the DUDEs.

The Pat McAfee Show offers viewers genuine sports debates with an inviting tone that makes you feel like you’re one of the guys. The 3-hour livestream is a first-of-its-kind for ESPN (previously housed on Barstool Sports) with the first two hours broadcast on ESPN and the last one exclusively on ESPN+ and YouTube. The show brings in hundreds of thousands of viewers (mostly dudes) live, and millions after broadcasting. 

Our cheeky partnership came to fruition fairly quickly once it was proposed. Pat and his boys were long-time fans of DUDE Wipes before the deal was inked. So Curiosity brokered a "never been done before" deal between DUDE Wipes and Pat McAfee, bringing DUDE Wipes front and center (literally) on the daily broadcast – reiterating that Wet Beats Dry, Pants Down. Once we got the partnership secured, the next crucial step was how and when to promote DUDE Wipes throughout the unscripted, 3-hour livestream. 

The creative

The potty
humor playbook.

Coordinating with Pat’s team, we were able to secure ongoing mentions of the brand throughout our partnership. So far, we have had two major wins in this partnership. The first (and biggest) win was getting Pat to proudly display a packet of DUDE Wipes on the front of his desk for every show live-streamed on ESPN. That means 392 million eyeballs on DUDE Wipes in April across all channels. Boom.

The second win was delivering DUDE's message of giving you the best clean, pants down. To do this, we gave Pat’s signature “throws to break” lines some DUDE Wipes flare and used QR codes to drive viewers to point of purchase. The partnership marks the first time Pat will reference a brand partner on his show to throw to break.

Additionally, the bromance keeps finding new ways to come to life outside of the Thunderdome. DUDE Wipes was featured front and rear on Pat McAfee’s TST CONCAFA soccer club. Plus, with DUDE Wipes loud ‘n’ proud across the players' butts – Pat and his team have enjoyed bonus coverage and on social from the lol-worthy placement.

On top of these epic placements, Pat and his team have fully embraced the DUDEs brand – often giving DUDE Wipes bonus airtime and attention – like when a guest farted live on the air. Pat knew the moment was ripe to plug the product.

Related Projects
DUDE Wipes
Best clean, pants down.
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DUDE Wipes Super Bowl takeover.
Adcouncil & NHTSA
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