Even though WC-Ente was a market leader within the Swiss toilet-cleaning segment in 2003, the brand was losing younger customers who regarded it as being a bit stale and old fashioned. To win back this younger market, walker focused on an insight common to all: vanity. The perfectly groomed toilet is a reflection not only of the homeowner, but on the state of the entire household. One’s toilet
should stand as a business card for the home. A poster campaign was launched to introduce the ‘Pearl’ air deodorant. At first glance, viewers were faced with exotic white flowers. However, upon closer inspection it becomes clear that the flower petals are actually toilet bowls. A simple yet powerful graphic to instantly convey the key product benefit: A fresh and fragrant smelling toilet.