How Do You Promote a Bidet Company? Organize Butt-Con, Of Course

Tushy founder Miki Agrawal explains the inspiration behind the brand’s inaugural convention.

Tushy attracted crowds for its gimmicky Funeral for a Tree in April and is trying again with Butt-Con.
Tushy attracted crowds for its gimmicky Funeral for a Tree in April and is trying again with Butt-Con.
Photo: Gaby Deimeke

NEW YORK“If you think about what Comic-Con is for comics, Butt-Con is for all things butt related.”

That’s how Miki Agrawal describes the inaugural convention, which takes place today in New York and is designed for “like-behinded individuals.”

Presented by Tushy, a bidet company founded by Agrawal, Butt-Con will include wide-ranging, mostly NSFW programming featuring doctors, experts, celebrities, porn stars, and internet personalities, such as a chat with Dr. Mark Hyman and colonist to the stars Tracy Piper about gut health, a booty workout with celeb trainer Jorge Cruise, twerk-offs, and even a conversation about the business of booties with sex expert Layla Martin and Agrawal.

Plus, attendees will be able to pose at the belfie photo booth, learn about butt facials, and more. Online tickets for Butt-Con are available starting at $10; general admission at the door is $15.

It’s “a fun way to learn about something that’s still taboo,” says Agrawal, who also founded period underwear brand Thinx. “Everyone has a butt. Everyone poops.”

This cheeky marketing event, which Agrawal hopes will attract folks interested in health and wellness as well as coveted millennials, is the latest quirky stunt from Tushy.

Earlier this year, for Earth Day, the bidet brand recruited actor Matthew Morrison to officiate a funeral for a tree named Will O. Baum, in an effort to raise awareness about the number of trees that are cut down every year: 15 billion. Of that, 100 million are used to make disposable paper products such as toilet paper. The zero-waste event, which featured a 25-part choir and a New Orleans brass band, was held at Judson Memorial Church in New York, with proceeds from ticket sales going to nonprofit Trees for the Future.

And in May 2018, Tushy teamed up with Poo-Pourri to host a "poop-up" experience with a toilet-shaped ball pit, a port-a-potty photo booth, a scent bar, and, of course, a bathroom where visitors could test out the products. In addition to bidet attachments, the brand sells bamboo towels and bamboo toilet paper, which is more environmentally-friendly than regular TP.

These quirky, unconventional events are a fit for a brand that may make some people blush. Late last year, New York's Metropolitan Transportation Authority rejected an ad campaign from Tushy on the grounds that the ads "contain profanity or slang terms for the genitals or anus."

With the convention, Tushy is able to promote its message without folks butting in. “We wanted to continue to do some really creative things that got people talking. That got people thinking about this in a different way. That made people notice that part of the body—the butt.”

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