12 Aug FLUIDMASTER – ‘APRIL FOOLS’ EMERGENCY WIPING ROCK MAILER
Fluidmaster – the world’s No. 1 toilet repair brand – challenged The Brand Amp to come up with a creative, buzz-worthy way to launch its first-ever B2C product, the Soft Spa 9500 Bidet, and engage with mainstream media to spur coverage and reviews.
With the goal of illuminating the fact that bidets are a modern, more hygienic way of cleaning up in the bathroom, The Brand Amp created an “Emergency Wiping Rock” media mailer. The mailer honored the 1,000,000th anniversary of the invention of wiping by paying homage to the original tool and others that followed, like a corn cob and eventually, toilet paper.
Timed to April Fool’s Day, the creative but simple media mailer mocked America’s irrational, archaic connection to toilet paper in a timely, tongue-and-cheek manner. Available to media in petite or grande and fine or coarse grits, the “Emergency Wiping Rock” sought to ensure everyone was “covered like a caveman” while piquing their interest in a more modern solution, the Soft Spa 9500 Bidet.
The “Emergency Wiping Rock” allowed The Brand Amp to cut through the clutter in a fun, clever way. The PR team engaged press in a conversation surrounding the Soft Spa 9500 Bidet as a modern, 21st century solution, educating them on its health benefits, features and premium experience. Fifty media mailers were shipped to top-tier national news, general interest and lifestyle outlets to aid in driving coverage for the Soft Spa 9500 Bidet. The effort led to coverage with the likes of Digital Trends, Popular Science, NBC News, Parade, Business Insider and CNET, among others, garnering over 490 million media impressions to date.
MEDIA MAILERS SHIPPED