'Talking bum' stars in TV debut for Wype bottom brand

Hygiene brand Wype – an eco-friendly alternative to wet wipes whose founders turned down an offer on BBC’s Dragons Den – is launching its debut TV ad campaign, introducing its refillable cleansing gel to a mass audience.

Founded by Giorgia Granata and Eli Khrapko in 2019, the self-styled “bottom brand” turns toilet paper into a flushable wet wipe alternative and is designed to provide a bidet-clean feeling on the go.

The campaign is being funded by media agency All Response Media and creative production agency Transmission, as part of a joint initiative dubbed “TV Star”, which aims to introduce ambitious brands to TV advertising.

Running nationwide from this week, the campaign positions the brand as the modern evolution of traditional toilet paper. Set in a workplace bathroom, the spot follows a woman in conversation with her own bottom; a playful, designed as a disarming way to show that caring for this overlooked part of the body can be normal, human, and even a little funny.

The ads will reach millions of households across 60 TV stations.

Back in 2022, the founders appeared on Dragons’ Den and were seeking £50,000 for 2% of the company’s equity. However, despite an offer from Touker Suleyman, they declined, seeking investors who aligned with their long-term vision and strategy. And, despite leaving with nothing, their appearance on the show provided a significant boost in exposure, which they credit for a significant step change and growth in the business.

The TV ad launch caps a significant year for Wype, with daily sales now exceeding 1,900 units and a recent £1m+ equity raise completed.

Granata said: “It was an absolute thrill to work on such a complicated topic, and to render it in such a simple way. Collaborating with Transmission was a delight, they immediately ‘got’ the product and helped us bring it to life in a way that we are completely proud of.

“Beyond that, we are certain that we are leaving the creative in the most capable hands with All Response Media, which will deliver it to screens across the country. 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.”

Transmission partner and production director Lee Climpson added: “At Transmission, 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.”