The Challenge: Fluidmaster sought to inspire consumers to rethink their relationship with traditional toilets and the inconvenience of toilet paper. The challenge was finding a playful, relatable way to promote a product category often considered too private or awkward for open conversation.
The Solution: The campaign reimagined the decision to upgrade to a Soft Spa bidet as a breakup story. “Dear John” letters invited people to join #thegreatbreakup—a lighthearted social movement encouraging consumers to say goodbye to the old and embrace a cleaner, more luxurious experience. The copy combined emotional wit and empowerment to make the topic approachable and shareable.
A heartfelt handwritten breakup letter paired with familiar bathroom imagery created immediate storytelling appeal. The combination of intimate tone, clever wordplay, and minimalist composition made the message both personal and universal—an invitation to take the clean break everyone deserves.
The Results:
The creative transformed a taboo subject into a confident lifestyle statement. The tone struck a balance between humor and sophistication, helping Soft Spa earn attention while humanizing the conversation around hygiene innovation.