Toilet 2.0

I was cruising around Gizmodo when I came across an ad that deserved to be clicked. Now let me be the first to admit, I never, ever, click on ads: mainly because I don't care for a cheaper mortgage (or whatever) and also to optimize my internet browsing efficiency. But this time I was intrigued:

Are they selling a bidet to US customers? No this isn't a bidet this looks like a next-gen toilet. So I clicked on the ad and I have to hand it to Toto, they have done a remarkable job marketing what is basically Toilet 2.0.

For the uninitiated, Washlet is an add-on to your existing toilet, essentially all you're doing is replacing your existing toilet seat with a newer, high tech one. While I'm sure there is some minor plumbing involved, this toilet seat will:

• wash
• dry (using air)
• open and close automatically
• flush

I'm sure when Toto analyzed the market, the pure install base (in terms of toilets) is astronomical ('ass-tronomical', but that was too immature even for me), probably in the hundreds of millions. Even a thin slice of the market, represents a tremendous opportunity and therein lies the challenge-

While in Europe and Asia the concept of using water for cleaning purposes is well established, the US remains (solidly) a toilet paper friendly society. Personally, I marvel that Western civilization has produced airplanes, computers, biotechnology, and yet it finds that a sleeve of paper is the best way to cleanse the goods. It just doesn't seem to be the most efficient and hygienic method of tackling the job. And that's Toto's challenge: how do you educate a market to cause a fundamental shift is consumer behavior and consumption patterns? Essentially your 'competition' is a cheap roll of toilet paper which continues to get the job done.

The early part of this campaign will require education but they will need to tie their product to a better value proposition, to justify an order of magnitude increase in spending i.e. Washlet vs. toilet paper, and to supersede the toilet paper competition (if that is a product goal). Potentially the value proposition will be based on time saved, or better health.

This would make a great business school case! It is honestly a problem that required some seriously creative thinking. Look, I'm not sure if Toto will alter the entire market but they have done a great job of introducing the Washlet by using a touch of humor, being tactful and staying on message the entire time.