Squatty Potty/2023

Happy Tummy Tour

Squatty Potty partnered with Colormatics to reinvent its brand marketing years after its iconic viral “unicorn poop” commercial. The goal was to move beyond the original viral fame and create a fresh, high-performing campaign that would reintroduce the product to new audiences while driving holiday-season sales.

Challenge

Squatty Potty was still heavily associated with its 2015 viral unicorn campaign, which, while hugely successful, had become outdated as a core brand message. The challenge was to: Reposition the brand for a newer audience Maintain awareness while refreshing creative identity Drive direct conversions during a key retail period (Black Friday/Cyber Monday) Compete in a category where messaging often feels awkward or clinical

Solution

Colormatics leaned into the same bold, offbeat tone that made the original campaign famous, but rebuilt the storytelling with a new concept called “Squatty Potty: The Ride” as part of the “Happy Tummy Tour.”

The campaign featured a narrative-driven, comedic “theme park ride” experience where a character named Taylor learns about digestive health from eccentric guides, visually demonstrating how posture affects bowel movement comfort. The creative blended humor, education, and surreal storytelling to make a sensitive topic feel entertaining and approachable.

Key elements included:

Market research to identify target audience and positioning A cinematic, ride-like narrative structure Character-driven storytelling with exaggerated, colorful personalities A continuation of the brand’s irreverent humor style, but modernized for digital and paid media

Results

The campaign delivered major performance success during the holiday push:

200M+ impressions 1M+ clicks Strong return on ad spend (reported ~4x ROAS) Significant lift in both brand awareness and conversions during Black Friday/Cyber Monday

It also earned industry recognition, including a Gold Addy Award for its creative execution and campaign effectiveness.