Subtlebutt.com on Monday broke (wind) with an aggressive ad campaign for its Subtle Butt Disposable Gas Neutralizers that mitigate the fetid fart, the bane of all creatures with an olfactory sense. The company on Monday announced that it was on a mission to "limit flatulent flotsam" and promised to wage war on what they say represents the “single most palpable threat to the environment behind bovine methane emissions [cow farts].”
Every reporter with a nose for news was on the scent of this story, but only examiner.com got an exclusive look at what industry experts are calling “a revolutionary product” that promises consumers the sweet smell of success.
The controversial ad campaign has prompted calls by some Palm Beach County residents for state lawmakers to look into whether the ads are too offensive for public consumption.
Subtle Butt ads tout that their Gas Neutralizers utilize an “activated carbon patch that sticks to your underwear and neutralizes odors caused by flatulence. It won't stop gas from happening, but it will stop the ugly consequences and enable you to ride in elevators or nosh at cocktail parties without being worried.” The company’s ads feature an instruction video on how to use the product, which can be seen at www.subtlebutt.com.
According to Subtle Butt inventor, Kim Castellano, the idea for the fart filters came to her while flying back home from a Mexico dive trip. The plane was full of “post-taco-and-beer weekend warriors” who had the air hostesses “hiding in the galley and me holding my nose” from the high-altitude stench of digestive systems gone wild.
Fartuitously, Castellano had just recently received samples of the activated carbon fabric for use in her Garment Guard product - disposable underarm shields. The plane ride and its physics lesson that hot air rises convinced Castellano that “there was a much better use that G-d surely intended” for the carbon fabric - “Fart filters.”
Introduced it in 2007, Subtle Butt has endured more flatulent abuse than the millions of children whose fathers endearingly beckoned them with the paternal request to “Pull my finger.”
Castellano, an attorney turned inventor who’s definitely not shy about her product, says “I am not just the president, but a satisfied customer.” She exuberantly extols the virtues of her product as if it were more a public service than an entrepreneurial endeavor.
“Subtle Butt just takes the bad part out of the fart and leaves the always interesting sound intact,” proffered Castellano.
High-minded consumers might be put off by the idea of a product that purports to quell the smell of natural gas leaks, but industry analysts are excited about Subtle Butt’s potential and support the ad campaign.
“I’m sure some people will hold up their noses at this story and the Subtle Butt ad campaign but the truth is that if the Subtle Butt product really works, a lot of those people will become loyal customers,” said Todd Pennington, a market research analyst who specializes in personal care consumer products. “Toilet paper doesn’t exactly evoke pleasant scenarios, but no one would want to be without it.”
The gas-neutralizing pad has two adhesive strips that attach to the underwear, making installing the pad anything but a pain in the butt.
Ever the crusader for public good, Castellano’s just developed a new product called, “What The Smell.” She says “It is basically a fart filter that you wear over your nose when others, who are not as polite as I am, refuse to wear Subtle Butt.”
Are Subtle Butt pads everything Castellano claims they are? Maybe the Environmental Protection Agency can get to the bottom of this.