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Get ConnectedGoodwipes is a personal care brand founded in 2013 by Sam Nebel and Charlie Siciak.
Best known for its plant-based, flushable wipes, the brand has expanded into feminine care and body wipes, offering convenient, on-the-go solutions that prioritize clean ingredients and sensitive skin.
With cheeky branding and a mission to break taboos around personal care, Goodwipes has carved out a distinct position in a traditionally overlooked category.
The Pilothouse team took a look at Goodwipes’ Meta Ads and broke down what’s working, along with a few opportunities to push performance further.
Fragrance Free (Static)
This format is everywhere right now and for good reason. An AI-generated product image with a clean background and ample negative space for copy has been a staple of digital media long before the AI era, and it remains effective when executed well.
Goodwipes gets a lot right here. The text treatment is on-brand and intentional. "The wait is over" creates demand-driven tension before landing on the hero message: fragrance-free wipes. That sequencing works well. The blue sky backdrop evokes calmness, which aligns nicely with the product's value proposition.
This is a strong ad, and a small tweak could push it even further.
Instead of "exclusively at Walmart," try "just launched exclusively at Walmart" to layer in urgency and hype around the launch moment.
Consider swapping the diver/canoe graphics for smaller product renders of the wipes themselves.
You could even work the wipes into the cloud backdrop, a subtle nod to softness that reinforces the product's feel without overcomplicating the design.
OLIPOP x goodwipes (Static)
What a headline! It’s not immediately obvious, and that’s exactly what makes it work.
The backstory here is genuinely compelling: this product started as an April Fool's joke, but customer demand was so real that Olipop and Goodwipes decided to actually make it. That's a great brand story, and the current creative could lean into it even more.
This is the kind of story that can drive real word-of-mouth if the messaging leans into the origin story.
Open with a hook like: "We were joking… you were serious." Then let customer reactions do the heavy lifting.
Pull real quotes from people who wanted this product to be real and use them as the attention-grabber. It's authentic, it's funny, and it rewards loyal fans.
The subheadline is an underutilized space to push this narrative further.
First Time (Video)
This creator-generated piece has a clear concept: misdirection.
The copy "I'll never forget my first time" follows a newlywed couple settling into their new home before introducing the product as a household must-have.
The angle has potential. There are two clear ways to strengthen the execution.
Working with creators always involves a balance: the content should feel native to their feed, but it also needs to function as performance media.
This is non-negotiable for feed placements. Captions improve accessibility, increase watch time, and make the creative work even when sound is off.
Most people scroll Meta without sound, which means without captions the ad relies heavily on the written copy, which makes the concept harder to land in a scroll environment.
The bathroom scene (where the wipes pass through the door) is more visually arresting than starting in the kitchen is. On Meta you only have a few seconds to capture attention, so lead with that! Pair it with a voiceover and caption like: "I can't use the bathroom without these since my husband put me onto them."
It's relatable, attention-grabbing, and introduces the product immediately. The subheadline is an underutilized space to push this narrative further.
What's In My Bag? (Video)
Like the previous video, adding captions here would help expand reach and accessibility right away. That said, it does have a stronger hook.
The "what's in my bag" format is a popular trend that still performs because it stops the scroll.
And unlike the newlywed ad, this creator actually gets into why Goodwipes belong in your everyday routine. That’s a strong signal. For a product like this, tethering it to a daily ritual is one of the most effective ways to drive long-term adoption.
A natural next step is extending that logic from home use to on-the-go.
Since this ad emphasizes convenience and everyday use, it's a natural setup to introduce Goodwipes' travel packs.This is non-negotiable for feed placements. Captions improve accessibility, increase watch time, and make the creative work even when sound is off.
Converting someone to using wipes at home is one win — getting them to bring the product everywhere is a bigger one.
The creator could describe feeling so much better using Goodwipes at home that she immediately looked for a travel option.The bathroom scene (where the wipes pass through the door) is more visually arresting than starting in the kitchen is.
Pair that with some well-placed (and slightly chaotic) shots of public restrooms to make the case viscerally. It's relatable content and sells the travel format.
For a high-frequency consumable like this, subscription is the logical next step.
Emphasize how easy it is to have travel packs delivered monthly and make that feel like the natural conclusion to the "I'm obsessed" arc the creator is already building.
Goodwipes has the creative instincts — distinctive branding, strong product stories, and the right creator partnerships — to build a dominant presence on Meta.
The biggest gains right now are in execution: add captions to every video, introduce products earlier in the frame, and lean harder into the brand narratives that already exist.
The Peaches and Cream origin story alone is the kind of content that builds cult followings, and there’s still room to bring it more fully into the creative.
With a few focused adjustments, this ad account is well-positioned to convert strong brand equity into even stronger performance.
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