Water For Your Whatever

Washlet is so ubiquitous in Japan I never think about it much, until I have to travel to the United States where a Washlet is considered exotic Japanese stuff like sushi and wasabi was 30 years ago. It’s strange coming to a place where people think nothing about dumping tons of money into functionless bathroom tile but consider Washlet a frivolous expense they can do without.

My Dad had been to Japan a few times and was on the fence about getting himself one. I forced the issue by buying him one on Amazon and installed it in 30 minutes. It has been fun watching his progression over the summer from amusement to can’t do without. There is also the side benefit that he does not have to bleach his skivvies anymore.

He likes it so much that he keeps asking me why Toto doesn’t advertise Washlet on TV in the USA. They do in Japan, the latest being a father (big ben) and son (little ben) smelly poo bacteria so overwhelmed by the auto sterilizing features of the latest Washlet they have to flee the bathroom to find another place.

This kind of ad works in Japan but not in America. So how do you market a Washlet in the USA? With humor of course: “Water for your whatever”.

So far Toto USA has stuck to showrooms and web site campaigns but nothing bigger. I look forward to the day when these kinds of ads can run on American TV too with Washlets so ubiquitous nobody bothers watching them.

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