When BBH USA covered New York with its optical illusion Just for Hands OOH campaign for Wet Ones, (featuring bent fingers, palms, and knuckles that looked like bare butts to remind people not to use the non-flushable wipes for “intimate” cleaning), flushable wet wipes brand, Goodwipes, saw a wicked opportunity. One day later, its in-house creatives and Quan Media Group placed Goodwipes’ own billboard right next to Wet Ones’ advert in Times Square, with the message “we’re actually just for butts”.
A mobile van is also roaming New York City with the same witty exchange. And the campaign extends to social media with the message, “We love Wet Ones for the hands, but we’re here for the butts.”
Clearly, Wet Ones also saw an opportunity:
Goodwipes Just for butts Wet OnesGoodwipes responds Wet Ones billboardGoodwipes Wet Ones Times Square
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