In 1982, a groundbreaking television commercial aired in Japan, introducing viewers to a revolutionary concept that would forever change bathroom hygiene – the Washlet bidet toilet seat by Toto. The ad featured an actress elegantly clad in a pink floral dress, struggling with paint on her hand and using toilet paper in vain to clean it off. With sincerity, she posed a thought-provoking question to the audience: “Everyone, if your hands get dirty, you wash them, right? It’s the same for your bottom. Bottoms deserve to be washed, too.”
This advertisement marked the debut of the Washlet bidet seat – equipped with a small wand that extended from the back of the rim to spray cleansing water. Initially met with shock and disbelief by Japanese viewers who inundated Toto with calls and letters expressing their astonishment at this new innovation being broadcast during prime time dinner hours; today, it enjoys widespread acceptance across Japan.
Fast forward four decades, and Toto has solidified its dominance in the Japanese market, with Washlet-style bidets gracing public restrooms, offices, and homes nationwide. Surveys conducted by the government indicate that over 80% of household toilets in Japan are now equipped with these advanced features.
Encouraged by its success at home, Toto set its sights on conquering new horizons: the United States market. Despite initial hesitancy among American consumers towards bidets as unfamiliar fixtures in bathrooms, Toto’s perseverance paid off as Washlets gained popularity through various channels like social media tours showcasing luxurious hotels and celebrity residences.
Notably, comedian Ali Wong featured Toto’s “magical Japanese toilet” in a segment of her Netflix special in 2024 while rapper Drake gifted four Totos to DJ Khaled in 2022. Reports indicate that a growing number of homeowners undergoing renovations are opting for toilets integrated with specialty features such as bidet seats.
Toto’s expansion into America has been met with resounding success as profits within its housing equipment sector have soared exponentially over recent years. With ambitions set on further growth and market penetration, Toto remains unwavering in its commitment to revolutionizing bathroom experiences worldwide.
—
“Bottoms deserve to be washed too.” – Iconic quote from early Toto commercial
Expert Analysis:
Renowned industry experts commend Toto for seamlessly blending cutting-edge technology with everyday utility through their innovative Washlet bidet seats. The company’s strategic approach towards appealing to diverse markets underscores their ability to adapt and thrive amidst evolving consumer preferences.
Leave feedback about this