Dixi-Klo: A brand in need is a brand indeed

 

I woke up in the night during the annual carnival carousing. On the way back from the comfort of our own bathroom I wondered why on earth I’d never blogged about what must be one of Germany’s absolute brand leaders.

It’s a brand whose name has become the generic here, like Tempo. I’m talking about the humble Dixi-Klo. From building sites to Fests of all kinds, here’s a brand that’s not going to save the world, but has certainly saved most of us from nasty spots of bother and embarassment.

The Dixi-Klo was invented, and given its name by a US soldier based in Germany, Fred Edwards. While on manoeuvres in 1973, he identified a gap in the market - presumably through bitter experience - as an alternative to the proverbial convenient grove of trees.

A German company founded Dixi’s main rival, TOI TOI ten years later. Toi Toi Toi  is best translated as “touch wood” - so a remarkably clever brand name all in all. The two businesses fused in 1997 and now give jobs (big and little) to over 4,000 people. TOI TOI & DIXI is said to be “the world’s largest portable restroom provider.”

On the company website, you can even find a Fan Shop, which sells everything from cool bags to drinking flasks to carnival outfits (could cause all sorts of kerfuffle for the inebriated and short-sighted as well as the wearer, I fear). And my favourite - an air freshener to hang in your car.

Who said Germans are short on humour?

I haven’t seen many case histories on TOI TOI & DIXI on LinkedIn, but both are brands that deserve a little more praise. 

The classic question on Meaningful Brands goes along the lines of “which brands would you miss if they were to disappear tomorrow?”

I rest my case.