Who says there isn’t a little bit of room for potty humor in the professional world? When your client quite literally is reinventing toilet paper and the hygiene experience, it’s almost mandatory.

Dan Lunoe, business development executive, and Matthew Whiteley, global head of sales, for Counselor Top 40 distributor BAMKO (asi/131431), recounted a case study from when they worked with Dude Wipes on a branded kit, where capturing attention on social media was the goal.

“Dude Wipes wanted to make a splash on TikTok,” Lunoe says. “Dude Wipes is a pretty unique client, right? They’re taking on the toilet paper market. To be blunt, people have been wiping their butts the same way for a long time. Dude Wipes is trying to change that. So, when you’re trying to change something people do on a daily basis, you have to think outside the box.”

The irony, of course, is that thinking outside the box in this instance quite literally required making a box.

“Let’s give clients a totally new purchasing experience. That’s really what they focused on,” Lunoe says. “Understanding that and then thinking through how we could make this happen for them – we knew it wasn’t going to be with a traditional promo piece. It was going to be something involving packaging or some kind of printed component.”

BAMKO has been pushing the print side of the business lately. Within the last year, Whitely says the distributor has been focusing more on the commercial print side of things.

“When we started bringing in our team from an operations and business development perspective, specific to print, what was fascinating was that they were like, ‘Any paper substrate,’ and you’re going, ‘OK, what does that mean?’” Whitely says. “When you expand on that, it could be anything from vehicle wraps to forms to business cards to user manuals. There are all sorts of different things that fall under commercial print. Packaging falls under commercial print. Those are all things that we’re looking at and having conversations with.”