Company Heralds the Coming of the “Refreshing Revolution”
TOTO, the world’s largest plumbing manufacturer with more than $5.1 billion in annual sales, announced today that it is launching a new brand advertising campaign to support its popular line of Washlet bidet seats. The new strategy challenges the status quo in U.S. bathroom habits and personal hygiene by urging consumers to “redefine clean” and join the “Refreshing Revolution,” by cleansing with water after a bathroom break by using a TOTO Washlet. “TOTO has sold more than 40 million Washlets globally, creating millions of brand advocates around the world,” said 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with American society’s obsession with cleanliness and hygiene to motivate U.S. consumers to make the switch from outdated, ineffective bathroom habits to this modern, innovative approach to personal cleanliness.”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, NC, TOTO kicks off its new U.S. advertising campaign with a 30-second television spot that will air in San Francisco, Los Angeles, and New York during the months of December and January. The new TV commercial will be broadcast on cable networks, including CNBC, HGTV, Bravo, and the Travel Channel. TOTO is also supporting its new campaign with digital advertising, public relations, social media, and a Washlet microsite.
The new campaign’s television, digital, and social media ads highlight the myriad ways that TOTO’s Washlet bidet seat improves people’s lives—making personal cleansing easy by introducing the purity of water to the power of innovation for a just showered feeling. With a Washlet, consumers may redefine what it means to be clean after a bathroom break and enjoy a new kind of personal cleanliness that is better for them and better for the environment (less toilet tissue). Smarter, simpler, and cleaner, the sophisticated Washlet bidet seat may be installed on nearly any existing toilet. TOTO invites consumers to follow #Washlet on social media to see what can happen when obsolete bathroom habits are thrown out the window and Washlet bidet seats become the new normal for personal cleanliness in the U.S. If consumers wish to share their personal insights and experiences as they redefine clean and join the Refreshing Revolution, TOTO will repost the most inspirational with credit when @TOTOUSA and #Washlet are tagged. TOTO’s new Washlet television commercial may be found at www.Washlet.com and on its YouTube Channel.
TOTO USA is headquarters for the Americas Division of the TOTO Global Group, which was established in 1917 with the founding of TOTO, Ltd., in Kitakyushu, Japan. TOTO is the world’s largest manufacturer of bathroom fixtures and fittings with $5.1 billion dollars in annual sales. For nearly 100 years, TOTO has been the recognized leader in performance innovation and design with products that enhance the luxury bathroom experience. Today, the company maintains 25,700 employees in 69 offices around the world and owns manufacturing facilities in Japan, Mexico, the USA, China and Europe with an affiliated network of more than 80 production facilities worldwide.With over 1,500 engineers on staff and three centers devoted to research and development, TOTO is dedicated to engineering products that respect the environment while meeting people’s needs for comfort, beauty and performance. TOTO’s corporate philosophy – People-First Innovation – is the guiding principle for all the company’s processes, from engineering and design to manufacturing and sales. Consumers enjoy the peace of mind that comes from knowing they purchased a brand that innovates to improve people’s quality of life. Winner of numerous domestic and international awards and recognitions, TOTO is the only plumbing manufacturer honored as Water Efficiency Leader by the U.S. Environmental Protection Agency. The company continues to raise industry standards and consumer expectations as to what is possible in the bathroom, as TOTO believes a high-quality bathroom is an experience and an everyday luxury people value and appreciate.