DTC1056: Goodwipes Brand Breakdown

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Here’s what you’ll find in today’s DTC:

1️⃣ Analyzing Goodwipes' Meta Ads: What’s working, what’s missing, and how to push it further

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‍🚽 How Goodwipes Uses Newness To Attract Audiences

Goodwipes 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.

Image ad #1

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.

One opportunity: the diver and canoe imagery in the corner could feel more connected to the core message. It doesn’t reinforce the messaging as clearly as the sky backdrop.

💡 Pilothouse Tips:

✅ Add a sense of newness. 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.

✅ Tighten the visuals. Consider swapping the diver/canoe 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.

Image ad #2

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.

💡 Pilothouse Tips:

✅ Lead with the 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.

✅ Use every inch of in-creative real estate. The subheadline is an underutilized space to push this narrative further.

Video ad #1

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.

First, there are no captions. Most people scroll Meta without sound, and captions are a baseline accessibility requirement. Without them, the ad relies heavily on the written copy, which makes the concept harder to land in a scroll environment.

Second, the product shows up later in the sequence than ideal for Meta.

On Meta, you have 3–5 seconds to capture attention, and this creative could make more of that window.

A stronger visual hook and on-screen text would help stop the scroll earlier.

Working with creators always involves a balance: the content should feel native to their feed, but it also needs to function as performance media.

💡 Pilothouse Tips:

✅ Always include captions. This is non-negotiable for feed placements. Captions improve accessibility, increase watch time, and make the creative work even when sound is off.

✅ Open with the strongest hook you have. The bathroom scene (where the wipes pass through the door) is more visually arresting than starting in the kitchen.

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.

Video ad #2

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.

💡 Pilothouse Tips:

✅ Match the angle to the full product line. Since this creative emphasizes convenience and everyday use, it's a natural setup to introduce Goodwipes' travel packs.

Converting someone to using wipes at home is one win — getting them to bring the product everywhere is a bigger one.

✅ Build a travel narrative into the script. The creator could describe feeling so much better using Goodwipes at home that she immediately looked for a travel option.

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.

✅ Close with the subscription angle. 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.

✨ Conclusion

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 account is well-positioned to convert strong brand equity into even stronger performance.

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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