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Abstract

The case studies the intersection of COVID-19 panic buying behavior, toilet paper shortages, and overcoming entrenched cultural norms. The central focus is on Tushy, a company that sells a bidet toilet attachment, and its use of humor to raise awareness and sell products as a direct-to-consumer firm. Toilet paper is a well-established product in the United States but is inferior to bidets on several dimensions. Based on economics, sustainability, and hygiene factors, toilet paper is an inferior product, yet bidets, also known as washlets, have found little traction in the US market. In web videos, Tushy uses blue humor to capture attention and educate while entertaining the consumer. The sustainability benefits of bidets and the use of humor offer a novel way to compel consumers to adopt environmentally responsible behaviors. Additionally, the case confronts students with the 'Green Gap' between stated values and misaligned consumer behaviors. The case centers on the post-pandemic revenue growth slowing to compel reconsideration of the firm's marketing.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2022.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Tushy
Employees:
11-50
Turnover:
USD 16,000,000
Type:
Privately held

Featured protagonists

  • Jason Ojalvo (male), CEO
  • Miki Agrawal (female), Founder

About

Abstract

The case studies the intersection of COVID-19 panic buying behavior, toilet paper shortages, and overcoming entrenched cultural norms. The central focus is on Tushy, a company that sells a bidet toilet attachment, and its use of humor to raise awareness and sell products as a direct-to-consumer firm. Toilet paper is a well-established product in the United States but is inferior to bidets on several dimensions. Based on economics, sustainability, and hygiene factors, toilet paper is an inferior product, yet bidets, also known as washlets, have found little traction in the US market. In web videos, Tushy uses blue humor to capture attention and educate while entertaining the consumer. The sustainability benefits of bidets and the use of humor offer a novel way to compel consumers to adopt environmentally responsible behaviors. Additionally, the case confronts students with the 'Green Gap' between stated values and misaligned consumer behaviors. The case centers on the post-pandemic revenue growth slowing to compel reconsideration of the firm's marketing.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2022.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Tushy
Employees:
11-50
Turnover:
USD 16,000,000
Type:
Privately held

Featured protagonists

  • Jason Ojalvo (male), CEO
  • Miki Agrawal (female), Founder

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