The Challenge: After establishing Soft Spa as a brand of “Unexpected Luxury,” Fluidmaster sought to reach a wider audience with messaging that could cut through the noise of conventional bathroom advertising. The challenge was to communicate premium quality and personality in an instant, using design and language that demanded attention in both digital and print spaces.
The Solution: The campaign distilled the brand’s wit and sophistication into striking typographic statements. Each ad used a bold, color-saturated background with oversized type and a single, clean product image to deliver clever plays on words that redefined familiar phrases like “Royal Flush,” “Smart Move,” and “Clean Getaway.” The approach transformed everyday expressions into brand moments that celebrated comfort, confidence, and cleanliness.
Large-scale typography dominates the frame, paired with vibrant, high-contrast color palettes and minimal composition. The simplicity and confidence of the visuals mirror the ease and intelligence of the product itself. Each headline doubles as both a cultural reference and a brand statement, making the campaign instantly recognizable and refreshingly self-aware.
The Results:
The campaign became a visually cohesive and highly adaptable system for the brand—perfect for both seasonal and evergreen messaging. Its clever copywriting and confident design language elevated the Soft Spa bidet to a modern lifestyle product, while reinforcing its reputation as the ultimate in accessible luxury.