# How Goodwipes Disrupted the Toilet Paper Game

> A startup is using shock value and unexpected partnerships to normalize bathroom talk and dethrone Big Toilet Paper.
- Title: How Goodwipes Disrupted the Toilet Paper Game · Adweek
- Summary: A startup is using shock value and unexpected partnerships to normalize bathroom talk and dethrone Big Toilet Paper. Goodwipes breaks taboos around bathroom…
- Keywords: goodwipes, toilet paper, bathroom products, brand marketing, partnerships, liquid death, olipop, humor marketing, taboo breaking, consumer behavior change, startup disruption, Disrupted
- Source: Adweek — https://adweek.com/brand-marketing/how-goodwipes-made-a-splash-in-the-bathroom-business
- Author: Andrea Michelson
- Published: 2026-09-21T20:52:50+00:00
- Read time: 1 min
- Topics: goodwipes, toilet paper, bathroom products, brand marketing, partnerships, liquid death, olipop, humor marketing, taboo breaking, consumer behavior change, startup disruption
## From campus evangelists to industry disruptors
Sam Nebel and Charlie Siciak started Goodwipes as baby wipes evangelists at Florida State University, determined to challenge the toilet paper industry's dominance.
## Shock value meets strategic partnerships
Goodwipes collaborates with unexpected brands like Liquid Death on limited-edition scents and sweepstakes to achieve two goals: fame and disruption.

> Sometimes it doesn't necessarily make sense at first glance, and that's the whole point.
## Liquid Death and the buttler sweepstakes
A Liquid Death collab featured sCREAM Soda-scented wipes and a "Buttler Sweepstakes" offering a live-in butt-wiper, united by the tagline "Death to Dry."
## Finding sense in the nonsense
The Olipop April Fool's campaign launched peaches and cream-scented wipes with the tagline "Treat your butt as good as your gut," connecting fiber health to bathroom habits.
## Breaking the bathroom taboo
Goodwipes balances crude humor with clinical health information to give people permission to discuss bathroom habits openly, tapping into existing online conversations.

> It's almost like the brand needs to rip off the Band-Aid and give the permission to have the conversation.
## Holiday campaigns and the future
Upcoming holiday campaigns remind customers to stock bathroom essentials before guests arrive, continuing the brand's mission to normalize wipes as household staples.
## Key takeaway

Goodwipes breaks taboos around bathroom habits by pairing crude humor with strategic brand partnerships that create both fame and disruption.