When it came to the final version, Diehn’s desire to experiment and move at speed trumped perfection. “It’s still not quite perfect, but that’s the discomfort you have to get comfortable with as a marketing leader,” she explained. “It’s 90% right, and it fits the funny and lighthearted execution we were going for.”
The tone is perfect for Goodwipes, which was founded by Sam Nebel in 2013 and has built a brand rooted in humor, community, and tackling taboos. One recent example includes a collab with Liquid Death on a limited-edition run of flushable wipes inspired by the former’s Cream Soda.
Diehn said the brand has just started toying with AI in its creative output, but this campaign wasn’t a tough sell internally because there was already permission to experiment with the tech while ensuring everything remains “human-led.”
OpenAI’s Astra ad has over 135 million views on X. Both Diehn and Cartagena hope their version will stop people scrolling and encourage them to choose Goodwipes over the other toilet roll products on the shelf.
“There’s a polarizing level to AI,” said Cartagena. “We live with it; it’s part of our lives, but people are scared of it. We can bring a little lightness to it.”
