The Smelly Truth About Bathroom Advertising

I called a woman named Aretha Pearles the other day. She runs a company called “Crapitol City Advertising” out of Washington D.C. They’re one of the world leaders in restroom advertising. She explained the why’s, how’s and where’s of this burgeoning form of promotional marketing.

“Bathroom ads are exploding,” Pearles said. “People are more open to messages when they’re doing their business in the john. We’ve found a higher rate of retention happens in there, because it’s a crucial moment for most folks and they’re concentrating more. The messages they get in the bathroom have proven to last longer in the customer’s mind than they normally will in other locations. Whether you’re dropping a growler or simply urinating quickly, you’re going to remember something you saw in the bathroom more than if you saw it on the street, for example.”

Some of Crapitol’s main advertisers are X-Lax (“If they are having movement issues, it’s a good thing to consider for next time.”); Charmin (“It’s softer and won’t chafe those sensitive areas”) and Preparation H (“More than 50 people die each year from severe hemmies--did you know that?”)

Pearles’ company did a study and found that:

· 84% of the people polled remember seeing specific ads in the washrooms

· 92% were able to name specific advertisers without prompting

· 88% recalled at least 4 selling points in the ads surveyed

· 40% of the people polled got so excited about the ads they saw in the washroom that they soiled themselves or encountered spillage

· 8% were upset by the ads they saw and became suddenly constipated.

Pearles sees all kinds of new, exciting opportunities in bathroom advertising. “We’re developing programs right now to run ads in outhouses, on toilet paper, sanitary napkins, disposable/edible underwear, urinal cakes and toilet seat covers. This market is flowing at a tremendous rate, especially in places like Tijuana and New Orleans, where they have all that spicy food and people spend more time in the bathroom.”
Copyright © 2010 Ed Attanasio
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