The Challenge: Fluidmaster needed to reframe how consumers perceive bidets, from an unfamiliar or utilitarian appliance to an aspirational luxury experience. The goal was to attract design-conscious homeowners by positioning Soft Spa as an attainable indulgence rather than a plumbing fixture.
The Solution: The campaign adopted the visual language of high-end romance and refinement — ornate typography, gold accents, and indulgent color palettes that evoke vintage novel covers and boutique packaging. The sophisticated tone created contrast with the product’s function, transforming a taboo subject into a conversation about elegance, self-care, and escape.
Lush serif typography, filigree embellishments, and regal composition lend the campaign a tongue-in-cheek sophistication. Each headline pairs elevated design with humorous wordplay to underscore the idea that true luxury can be found in the most unexpected places, even the bathroom.
The Results:
The creative direction elevated the Soft Spa brand and helped shift perception from functional to desirable. The juxtaposition of luxury design with playful wit made the work instantly memorable and extended the “Unexpected Luxury” theme into a distinctive, ownable style for Fluidmaster’s premium product line.