More American homeowners are catching on to a personal hygiene idea that’s mainstream in many parts of the world–one that many builders could upsell at a premium price.
With the touch of a button, the self-cleaning wand extends from …
Long disregarded by American consumers, bidet use is starting to gain more acceptance in the U.S. Sales for Toto’s Washlet bidet seat have increased each year by double digits for the past five years, according to U.S. News and World Report. Now the company wants to expand bidet acceptance even more with a a new brand advertising campaign focused on the Washlet.
The new strategy challenges the status quo in U.S. bathroom habits by urging consumers to “redefine clean” by cleansing with water after a bathroom break by using a Washlet.
“TOTO has sold more than 40 million Washlets globally, creating millions of brand advocates around the world,” says Toto’s Bill Strang, president of operations and eCommerce. “Our new advertising strategy builds on that rich foundation coupled with American society’s obsession with cleanliness and hygiene to motivate U.S. consumers to make the switch from outdated, ineffective bathroom habits to this modern, innovative approach to personal cleanliness.”
Developed in conjunction with the Wray Ward Agency of Charlotte, N.C., the campaign’s 30-second television spots will air in San Francisco, Los Angeles, and New York during December and January. Toto is also supporting its new campaign with digital advertising, public relations, social media, and a Washlet microsite.
In addition, U.S. bidet manufacturer BidetKing is hoping to increase sales with a consumer guide that answers questions about how bidets work, what kind are available, and their benefits.
