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FGI Industries engaged The S3 Agency to launch Flush Guard™ Anti-Overflow Toilets. S3 turned a near-universal fear into the brand’s launch advantage – helping secure immediate distribution at major retailers.
FGI Industries was introducing patented Flush Guard™ Anti-Overflow Toilets to a market dominated by global names. The launch had to create instant awareness and win over trade, retail, and consumer audiences at once.
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.
S3 flipped that anxiety into the brand’s advantage. The smile-inducing Go in Peace™ tagline and the Cure for Overflowbia™ platform turned bathroom humor into market momentum – brought to life across paid, owned, and earned channels to build 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 S3 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 S3.”
Barry Jacobs
Former SVP Product & Ecommerce, FGI Industries, Ltd
