Brand Identity
Tagline
Campaign Concepts
Integrated Digital / Print Campaign Assets
Public Relations
Digital Display Advertising
Paid Social
Organic Social
Media Strategy & Buying
SEM
When FGI Industries set out to introduce its revolutionary Flush Guard™ Anti-Overflow Toilets, it wasn’t just about launching a new product. It was about disrupting a deeply traditional category, creating instant awareness, and making a big splash with both trade and consumer audiences — in a market dominated by global brands.
Research revealed that more than 70% of consumers had experienced the messy (and often costly) consequences of a toilet overflow – and that the fear of another was very real. We saw an opportunity to flip that anxiety into a brand advantage: a message that could flush away the fear, inspire confidence, and build an emotional connection with Flush Guard™.
S3 McMillan developed and launched the brand with the smile-inducing Go in Peace™ tagline. The campaign positioned Flush Guard™ as the Cure for Overflowbia™ – an unignorable creative platform that turned bathroom humor into market momentum. Further, our holistic creative and media approach brought this patented toilet technology to life across paid, owned, and earned channels – building awareness, engagement, and demand.
Created instant awareness and buzz at industry events
Earned the KBIS DesignBites award for product innovation
Secured key retail distribution
“Choosing S3M was a pivotal decision. They captured the true essence of what we envisioned for FlushGuard Anti-Overflow Toilets, providing amazing launch awareness at an event usually dominated by the industry’s heaviest hitters. The ‘Cure for Overflowbia’ campaign leveraged lighthearted bathroom humor to turn a widespread fear into a serious selling point, resonating with both industry insiders and consumers. When it comes to creativity and partnership, both are overflowing at S3M.”
Barry Jacobs
Former SVP Product & Ecommerce, FGI Industries, Ltd
