The latest men's toy is all about the ad placement

14 February 2005
By Heath Aston
Daily Telegraph

It's not often in business that it is considered a success when people urinate all over your big idea.

But a young Sydney man, who hopes to turn what seemed like a piddly idea into a large revenue stream, will measure his success in milliliters of gold.

Taking advertising to a new (literal) low, Luke Berry plans to dump his product, know as 'Wizmark' in the troughs of Australia.

Wizmark is a high-tech take on the urinal cake.

(For female readers who have never taken a sneaky peak into male toilets, urinal cakes are deodorising devices that sit in the trough, often looking like a slice of mango, but smelling much different.)

As well as performing their traditional role, Wizmark cakes are interactive communicators that are sparked into life by motion – or in this case, motions.

They will be used to advertise all sorts of products and promote social awareness such as drink driving campaigns.

"It's got to be a bit cheeky" said Mr Berry, a 25 year-old from Queenscliff on Sydney's Northern Beaches.

"Guys come out of the bathroom in astonishment, saying the trough just spoke back to me."

But they also make life easier for cleaners.

A study done at Amsterdam airport, which put pictures of spiders on the bottom of toilet bowls had a role in keeping the area clean.

Wizmark, which has been trialed in America, has been known to have women knocking on the door for a look.

But just so they don't feel left out – and also providing his new business is a minefield of double entendres – Mr Berry said: "For the girls, I've got something in the pipeline."