In 2015, a puppet unicorn pooped rainbow-colored soft-serve ice cream into a bowl, and the internet collective lost its mind. It was weird. It was gross. Most importantly, the Squatty Potty unicorn ad was a masterclass in solving a "silent" consumer problem through sheer, unadulterated absurdity. If you've ever found yourself explaining the mechanics of colon alignment to a friend over drinks, you have this specific campaign to thank.
Before Danni and Bobby Edwards—the mother-son duo from St. George, Utah—hired the Harmon Brothers, Squatty Potty was a niche product. It was a plastic stool for your bathroom. It had a utilitarian name and a premise that made people blush. The challenge wasn't just selling a product; it was overcoming a massive social taboo. You can't exactly run a standard pharmaceutical-style commercial for a poop stool without making everyone switch the channel in discomfort.
Why the Squatty Potty Unicorn Ad Worked (When It Should Have Failed)
The genius of the "This Unicorn Changed the Way I Poop" campaign lies in its use of a "metaphorical demon." In advertising, if a topic is too disgusting to show literally, you find a proxy. The Harmon Brothers chose a majestic, blue-eyed unicorn and replaced human waste with bright, glittery, multi-colored ice cream.
Suddenly, the conversation wasn't about constipation. It was about "creamy, rainbow goodness."
By the time the Prince (the dapper narrator in the medieval garb) starts eating the ice cream, the viewer is already hooked. The ad moves fast. It’s dense with information. It explains the puborectalis muscle—the muscle that keeps your "kink" in the colon—using a garden hose analogy. It’s high-level physiological education disguised as a fever dream. This wasn't just luck; it was a calculated $250,000 gamble by a small family business that resulted in a 600% increase in online sales and a 400% increase in retail sales at Bed Bath & Beyond almost overnight.
The Science of the Squat. No, Really.
You might think the Squatty Potty unicorn ad was just a bunch of fart jokes, but it actually leaned heavily into medical reality. The "kink" the Prince mentions is a real thing. When you sit on a standard toilet, your puborectalis muscle stays partially contracted. This creates a bend in the rectum. Basically, you're trying to go while the door is half-shut.
- Squatting relaxes the puborectalis muscle completely.
- This straightens the anorectal angle.
- It creates a "clear runway" for elimination.
Studies published in journals like Digestive Diseases and Sciences have looked at the impact of postural changes on defecation. While the unicorn makes it look like magic, the physics are sound. The ad didn't just sell a stool; it sold the idea that we’ve been using toilets wrong since the Industrial Revolution. It framed the modern toilet as a "porcelain throne" that was actually a "porcelain prison" for our bowels.
The Harmon Brothers Formula
Jeffrey Harmon and his team didn't just stumble onto this. They developed a specific framework for "viral" sales videos that many brands have tried to copy, usually with less success. The Squatty Potty unicorn ad followed a strict beat-sheet:
- The Pattern Interrupt: A prince standing next to a unicorn. You don't see that every day.
- The Problem: We are all "holding it in" because of our toilets.
- The Agitation: Explaining the health risks like hemorrhoids and bloating.
- The Solution: The Squatty Potty.
- The Proof: Visual demonstrations (the hose) and "scientific" explanations.
- The Call to Action: "Buy it now or forever hold your... stuff."
Most ads are either funny or they sell. Rarely do they do both. This ad managed to be a direct-response powerhouse while maintaining the shareability of a late-night comedy sketch. It bypassed the "skip" button in our brains by being genuinely entertaining. Honestly, it’s one of the few three-minute ads people actually watched until the end.
Impact on the "Poo-conomy"
Before this ad, the "bathroom health" aisle was depressing. It was all white boxes, sterile fonts, and shame-filled whispers. After the Squatty Potty unicorn ad, the market exploded. We saw the rise of Poo-Pourri (another Harmon-adjacent success story), Dude Wipes, and various bidet attachments that used humor to break the ice.
The campaign proved that if you can make people laugh at their own biology, they’ll give you their credit card numbers. The Edwards family went from a garage operation to a global brand that eventually landed a deal on Shark Tank with Lori Greiner. They didn't just sell a product; they created a category.
It’s worth noting that not everyone loved it. Some critics found it "low-brow" or "crass." But the numbers didn't lie. The video racked up over 100 million views across platforms within a few months. It shifted the brand's trajectory from a $7 million-a-year company to one doing tens of millions in revenue.
Lessons for Modern Content Creators
If you're trying to market something "boring" or "gross," there are huge takeaways here. First, don't be afraid to be weird. Safe is often the most dangerous thing you can be in a crowded feed. Second, use high-quality production. Part of why the unicorn worked was that it didn't look cheap. The costume, the set, and the lighting were all top-tier, which created a hilarious contrast with the subject matter.
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Also, focus on the "Aha!" moment. For Squatty Potty, that was the garden hose analogy. Once you see the "kink" in the hose, you can't un-see it. You immediately understand why you've been struggling. That's the power of a perfect visual metaphor.
How to Apply These Insights Today
If you’re looking to improve your own digestive health or even your marketing strategy, the path is surprisingly similar. You have to identify the "kink" in the system and find a way to straighten it out.
- Audit your posture: If you don't want to buy a stool, try using a stack of books or a sturdy box to see if the physiological change actually makes a difference for you. Most people notice a change within 48 hours.
- Analyze your "Unicorn": If you’re a business owner, find the one thing about your product that people are too embarrassed to talk about. Lean into it. Make it the hero of your story.
- Prioritize Education: The Squatty Potty unicorn ad succeeded because it taught people something new about their own bodies. Content that provides a "lightbulb moment" will always outperform content that just asks for a sale.
The legacy of that pooping unicorn isn't just a funny video. It’s a reminder that human biology is messy, and the best way to deal with that mess is with a bit of science and a lot of glitter.
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Next Steps for Better Bathroom Health
- Test the Angle: Next time you're in the bathroom, lean forward and bring your knees up higher than your hips. Notice the physical shift in your lower abdomen.
- Review the Ad: Watch the original Squatty Potty unicorn ad again, but this time, look at it through a business lens. Notice how they transition from a joke to a hard-hitting medical fact every 15 seconds.
- Check the Materials: If you decide to buy a stool, ensure it fits the height of your specific toilet model. Most standard toilets require a 7-inch stool, while "Comfort Height" or ADA-compliant toilets often work better with a 9-inch version.