In a rare move that caught the attention of entrepreneurs and industry insiders alike, Ryan Campbell left a lucrative career in corporate private equity finance to disrupt one of the most stagnant consumer categories on the market: laundry detergent.
His company, Disruptive Technologies, has launched Death to Dirt, a brand built around two major innovations:
-
RIP Strips — fast-acting, quick-dissolve laundry sheets that eliminate plastic jugs, spills, and measuring
-
AI-driven content creation — giving a small startup the creative firepower of a Fortune 500 marketing department
This combination—next-gen product tech + AI democratization—presents a rare “double innovation” story in a category that hasn't fundamentally changed since the early 1900s.
A New Format for a Century-Old Problem
While the detergent aisle still looks like it did decades ago, RIP Strips introduce a modern solution:
-
ultra-lightweight
-
zero plastic
-
pre-measured
-
dissolve instantly in hot or cold water
-
work in any machine
The tech behind RIP Strips eliminates the biggest consumer pain points—mess, waste, storage, and environmental impact—while making laundry radically simpler.
AI as the Great Equalizer
What truly sets Death to Dirt apart is how it markets. Instead of hiring an expensive agency, the company uses AI to produce visually striking, high-impact content that stands shoulder-to-shoulder with ads from the biggest brands in the world.
“AI has completely democratized the playing field,” Campbell says. “A startup with grit can now produce Super Bowl-level visuals without Super Bowl budgets. That’s how we’re competing—and winning attention.”
This approach allows Death to Dirt to:
-
test multiple creative variations
-
iterate campaigns in hours instead of months
-
keep costs low while maintaining big-brand polish
-
speak directly to their unconventional audience: rebels, night-shifters, bikers, students, military personnel, and first responders
A Founder Story Built for Today’s Media
Campbell’s shift from private equity finance to scrappy founder embodies what Death to Dirt stands for: rebellion, risk, and reinvention.His background gives the brand credibility in strategy and discipline, while his leap into entrepreneurship adds the human story that media outlets love.
A Brand Built for People Who Don’t Do “Soft & Gentle”
While traditional detergent brands cater to suburban families with pastel packaging and “fresh meadow” vibes, Death to Dirt owns a lane no one else touches—people with real, messy, unconventional lives.
From bold graphics to unapologetic messaging, the brand speaks to those who don’t fold socks, don’t fit into neat categories, and don’t want to see another plastic jug in their laundry room or backpack.
The Result: Rapid Growth and Viral Visibility
With its tech-forward product, AI-driven marketing engine, and contrarian personality, Death to Dirt has quickly become one of the fastest-growing new players in the laundry care space.
The brand’s TikTok presence (@death2dirt) showcases its rebellious personality, founder authenticity, and tech-driven visuals—creating a community that feels seen, not sold to.
CONTACT:
Disruptive Technologies
Ryan Campbell: Founder
Email: Ryan@deathtodirt.net
TikTok: @death2dirt
Media Contact
Company Name: Disruptive Technologies
Contact Person: Ryan Campbell
Email:Send Email
Country: United States
Website: https://www.deathtodirt.net
