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. The campaign launched with both posters and TV spots. Posters featured beautifully styled white dishes shaped to look like toilet bowls. The ads signed off with the poignant tagline: ‘How clean is your loo?’ The audience was left in no doubt that one should never compromise when it comes to toilet cleanliness.