DulcoEase Lavish Loo for Ladies

The Brief

DulcoEase is a relatively new product that addresses the fact that millions of people suffer from hard stools (according to extensive research). Hotcow, in collaboration with Virgo Health PR, was tasked with developing a concept that would communicate the "softer stools" message via a luxury toilet - and to get people in the ABC1 female market talking about and recognising the brand.

The Activity

For ladies of leisure whose toilet needs are more sophisticated, Hotcow presented the "Lavish Loo for Ladies": a space to 'lighten your load' in elegant surroundings complete with ornate chandelier, mirrors and comfortable seating whilst enjoying the aroma of potpourri and perfume.

Our highly presentable product performers were on hand to invite people into the Lavish Loo, provide information on the product and most importantly ask people to take a seat on our “comfortable stools” whilst waiting to go to the loo.

The Kew Gardens Summer Swing and Bowood House Summer Events provided the perfect atmosphere and audience to enhance the awareness of the product and raised quite a few curious eyebrows!

The Results

Over 40,000 people became familiar with the DulcoEase brand at the events. Hundreds of people each day experienced the Lavish Loo, many waiting for up to 20 minutes to get inside. A real word of mouth buzz circulated, with people telling their friends to go and try out the toilet and telling them about the product - the MC decided it was such a novelty that he would announce it over the loud speaker, providing yet more publicity.

The client was ecstatic with the response from this on-the-ground activity and it provided a valuable addition to the above the media advertising which created instant recall with customers.

"We are extremely pleased with Hotcow's creativity and execution of our campaigns and would highly recommend them to anyone seeking a true partner".
Lisa Rodwell, Virgo Health PR

“We wanted to create a brand experience for a new product in the Bowel Health arena - talking about "bowel stuff" in public has been considered. The Lavish Loo built on our City Girls media campaign of commercial by providing a real life Dulcoease experience of the softer more comfortable way to go to the loo. The venues chosen were a perfect match with our target audience and delivered beyond expectations in terms of buzz and spontaneous feedback. Very creative in terms of execution and a UK first"
Anna Maxwell, Marketing Director, Boehringer - Ingelheim