FGI REDEFINES RELIEF WITH THE S3 AGENCY

When FGI Industries set out to introduce their revolutionary FlushGuard^TM Anti-Overflow Toilets, they turned to S3 for a launch that needed to make a splash. Charged with the thrilling task of debuting a groundbreaking product poised to redefine bathroom experiences, S3 was ready to turn the industry tide.

THE INSIGHT

Our research uncovered a common, yet largely unaddressed anxiety among consumers: over 70% have suffered the messy consequences of a toilet overflow, and a significant portion reported home damage and profound embarrassment. This universal dread fueled our brand strategy and creative campaign positioning FlushGuard™ as the “Cure for Overflowbia,” connecting this toilet technology breakthrough with the ability to “Go in Peace™” (the brand tagline we coined).

S3UCCESS

The debut of FlushGuard™ at KBIS, the premier event for the Kitchen and Bath industry, made a huge splash. FGI snatched the coveted “Design with the Most Bite” award and captured the television spotlight on A+E, building awareness and trust among trade and consumer audiences. By elevating the core product benefit to an emotional benefit of real relief, the anti-overflow USP of FlushGuard™ became much more meaningful – and memorable – and a highly targeted multi-channel campaign kept that awareness flowing.

Choosing The S3 Agency was a pivotal decision. They captured the true essence of what we envisioned for FlushGuard™ Anti-Overflow Toilets, providing amazing launch awareness at an event usually dominated by the industry’s heaviest hitters. The ‘Cure for Overflowbia’ campaign leveraged lighthearted bathroom humor to turn a widespread fear into a serious selling point, resonating with both industry insiders and consumers. When it comes to creativity and partnership, both are overflowing at S3.

Barry Jacobs, SVP Product & Ecommerce – FGI Industries, Ltd.