Extreme toilet experience

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Japan’s toilet facilities are famous for their high-tech eccentricity, with gadgetry ranging from seat warmers and air deodorizers through to jet-washers. But energy coffee drink Georgia Max Coffee wanted to make the bathroom experience even more immersive and exhilarating in order to appeal to the extreme sports kids during winter, who like to drink caffeinated sweet drinks of this kind to help them stay on the ski slopes for longer. They did this in partnership with creative independent agency Tugboat.

Georgia Max Coffee chose to redesign the toilets of a number of key ski resorts in Japan. The cubicles were fully wrapped on all sides, so that the person caught short would have a ski jumper’s view when they were sitting on the loo. The person could look down at their skis (simply printed on the floor of the cubicle) and see the steep ski jump slope ahead of them. The toilet paper holder carried the only brand messaging in the cubicle, reading: “Seriously kick-ass intensely sweet for the real coffee super zinging unstoppable Max! Taste-explosion!” The message also featured the URL www.maxcoffee.jp, where visitors could view videos of extreme sports as well as sign up to the MAX community.

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