We invented The I.O.Toilet - the world’s first connected toilet paper holder which revolutionizes the entire TP life-cycle.

The I.O.Toilet tracks roll consumption in real-time, gathers wiping data, presents bathroom statistics on a dedicated app. It even orders new packages before you run out - so you’ll never worry about toilet paper again.

During the course of 6 months, we've developed proprietary technology which we were able to fit into toilet paper holder's standardized size. The app curated the data and was able to track consumption in real-time, gather wiping data, and even order new packages before you run out. We've fitted the device with sensors which spins together with the toilet paper roll. We’ve programmed a micro-controller which calculates the sensors' output and generates it into actual consumption data. With this data, the device connects to our servers via WiFi and displays the wiping information on a dedicated app.

The I.O.Toilet automatically orders a new Lily toilet paper package once you reach your last 5 rolls.

The word of I.O.Toilet reached thousands of consumers, We built a micro-site inviting our “heaviest” consumers to learn and possibly get the I.O.Toilet. We also handed out the device on social media to our most active fans, and changed how toilet paper was consumed from the ground up after 160 years. The business target was achieved - we've successfully deepened the relationship between the brand and its consumers, increased loyalty in a low-involvement category and brought innovation to the least expected place - the bathroom! We expect to reach at mass-production stage to 15% of Lily’s consumers, which will switch to consuming exclusively Lily toilet paper via the I.O.Toilet in 3 years.

Amongst the I.O.Toilet users, we've registered a 125% increase in toilet paper consumption and a 250% in brand loyalty.