The Musings Of An Opinionated Sod [Help Me Grow!]

How A Toilet Company Pissed On Purpose. Literally And Metaphorically …

It’s Friday 13th, so what better day to write about the scary subject of ‘brand purpose’.

OK, so unlike Mr Weigel, I believe brand purpose does have a real value.

That said, like Martin, I don’t believe purpose can be manufactured – or changed on a whim – and I certainly don’t believe it can do what governments can’t.

A while back I wrote a post about where purpose is going mad and used an umbrella shop as an example of when it all goes to shit.

Well, talking of shit, I recently was in Denmark.

When I was at the airport, I needed the loo – so in I went and then saw this …

Look at that …

No, not the loo, but the purpose.

Together We Change.


Change what?

I think it has something to do with saving water but … what the fuck?

It’s a urinal.

A public urinal.

Why are they trying to sound like they’re making an Oscar speech.

Let’s not forget, this is a device that has been made to catch wee-wee [don’t say this blog isn’t kid friendly] … it’s an important device but not one worthy of a purpose like that.

And what’s the ‘Together’ part of that statement?

Are they organising men to have a filter placed in their penises [don’t say this blog doesn’t use correct biological terms] to ensure the water they emit is cleaned at source?

All this was going through my mind until I looked around the bathroom I was standing in and saw the state of the floor.

Piss. Everywhere.


Which immediately made me realise I’d been too harsh on the toilet company and their grandiose purpose because what I think they meant when they said ‘Together we change’ was …

“Hey men, stop pissing on the floor”

… though they would have more luck if they used the genius fly on the urinal trick, rather than another pointless purpose that people laugh at rather than are inspired by.

Purpose has a place in brands.

Purpose can be very powerful for brands.

But the moment you think it can be anything you want it to be and you act like it’s not for commercially beneficial reasons, then the only people you’re kidding is yourself.

13 Comments so far
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Stop photographing public bathrooms, it’s creepy And telling the judge it’s because you want to laugh at their purpose is not going to get you off a prison sentence.

Comment by Bazza

If anyone would know that, it’s you. Good advice. Thanks. Hahaha.

Comment by Rob

My attorney’s will be in touch.

Comment by Bazza

you fucking dirty bastard campbell.

Comment by andy@cynic

You know how bad yesterday’s post was when a story about a toilet in Denmark is more interesting. Your point is a good one. Purpose has a place and a role for brands but it also has a time and a place and I’m not sure a public toilet is ever one.

Comment by George

marginally more interesting and only because I dont have to imagine the fucker naked.

Comment by andy@cynic

Anyone who thinks brand purpose can fill gaps where governments are failing is insane. Purpose can be powerful but ultimately it is self serving. Maybe that is what they mean about purpose being like governments, I would believe that much more easily.

Comment by Pete

Yep. That’s when it goes especially wrong.

Those statements are pure ego with the exception of when the act of purpose results in financial inconvenience to the brand as that seems to at least show they are committed to what they claim. Though I accept that when it is even something as big as Patagonia giving their tax savings back to help the environment, it can be argued they will still win because of the PR that comes from their act, not to mention the byproduct of selling products that are linked to their cause.

But I’m more forgiving of those as at least they do something of significance, it’s the ones who claim they are doing the work the government can’t when they’re selling umbrellas (for example) who need a kicking.

Comment by Rob

Creating a urinal that uses less water to clean is a positive innovation. Even more so if it was driven by their brand purpose. The problem is they are telling this information to the wrong audience. It should be to their customers not their products users, which is why I assume you reacted so strongly Robert.

Comment by Lee Hill

Ha. I’ve just said this to someone on Twitter.

His argument was it was smart as it allows companies to prove their green credentials – but I’m not sure it does that at all, especially as when you need the loo, you don’t tend to search for the one with the best green credentials.

Though getting sales by telling companies it lets them show they care about the environment may be the best sales gimmick since that company called themselves ‘American Standard’ to make companies in less developed markets think they were getting the creme de la creme of toilet efficiency and effectiveness.

Comment by Rob

Mr Weigel is right.

Comment by John

next to campbell, trump and boris are right.

Comment by andy@cynic

No post?

Are you on holiday or lock down?

Comment by Bazza

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