Fast-growing personal care brand Wype has launched its first TV advert – in a bid to “bring bottom health into the forefront of mainstream conversation”.
Airing now across 60 stations, the ad features a businesswoman using Wype’s refillable cleansing gel, which turns toilet paper into wet wipes. She then converses with her grateful bottom. Her colleague in the adjacent toilet cubicle is suitably confused by the sound of two voices.
The 30-second clip, created by marketing agency Transmission, was “a playful, disarming way to show that caring for this overlooked part of the body can be normal, human, and even a little funny”, said Wype.
It comes after the brand beat 59 other competitors in May to win TV Star 2025, a competition created by ad agency All Response Media that awards a fully funded television campaign.
“It was an absolute thrill to work on such a complicated topic and to render it in such a simple way,” said Giorgia Granata, CEO and co-founder of Wype. “The whole process has been a dream come true for us and a true milestone for Wype and our mission to give bottom care the platform it deserves.”
Lee Climpson, partner & production director at Transmission, added: “We thrive on working with disruptive brands that aren’t afraid to be bold. Wype winning TV Star 2025 showed just how much potential the brand has. We’re thrilled to help bring that story to TV in a way that’s cheeky, clear, and designed to make people stop and take notice.”
In August, Wype oversubscribed a £1m equity round to supports its mission of reducing the use of wet wipes.
The funding round was led by Anotherway Ventures and Ventures Together, as well as founders from the likes of Heights and Suri and follow-on support from existing angels.
Founded by Granata and her husband, Eli Khrapko, the brand appeared on Dragons’ Den in 2022 – though it did not secure investment.
Wype has since grown revenues 15-fold, hitting an annualised run rate of £4.5m this year.
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