You’ve seen it. Everyone has. It’s that neon-colored, plastic creature sitting on a toilet, squeezing out a swirl of rainbow soft-serve. Honestly, the ice cream pooping unicorn—properly known as Dazzle from the Squatty Potty commercials—is probably the most successful piece of "gross-out" marketing in the history of the internet. It shouldn't have worked. Most business consultants would have laughed you out of the room if you suggested selling a bathroom accessory using a mythical beast’s digestive tract.
But it did work. It worked so well that it fundamentally changed how startups think about viral growth and brand voice.
The Harmon Brothers, the creative agency behind the campaign, didn't just make a funny video. They built a conversion machine. When that first video dropped in 2015, it wasn't just about a unicorn pooping ice cream; it was a high-level masterclass in taking a "taboo" subject—human bowel movements—and making it approachable through absurd humor. People weren't just laughing. They were buying. The company reported a 600% increase in online sales and a 400% increase in retail growth shortly after the campaign went live.
The Anatomy of a Viral Sales Pitch
Most people think the ice cream pooping unicorn was just a fluke. It wasn't. The logic was surgical. Talk about "kinking" the colon or the puborectalis muscle and people tune out. It’s clinical. It’s boring. It’s a little bit icky. But replace a human with a prince and a unicorn? Now you've got a spectacle.
The "ice cream" in the video is actually a very specific prop. It had to look appetizing enough to be funny but clear enough to represent the "product" being discussed. If it looked too much like actual waste, the viewer would recoil. By using bright, multi-colored soft serve, the creators bypassed the brain's "disgust" response and triggered the "curiosity" response instead.
Why the Humor Stickiness Matters
- Pattern Interruption: You’re scrolling through Facebook and see a unicorn on a toilet. You stop. That’s the "hook."
- The "Aha" Moment: The video actually teaches you something. It explains the science of the anorectal angle. You learn while you're laughing.
- Permission to Share: It’s hard to tell your friends, "Hey, I bought this thing to help me poop." It’s very easy to share a video of a unicorn pooping ice cream.
The brilliance of this specific marketing asset is that it solved the "shame" barrier. If you can make a joke about it, you can buy it.
Beyond Squatty Potty: The Copycat Economy
Since Dazzle the unicorn became a household name, we’ve seen an explosion of similar products. You’ve probably noticed the "Poopsie Slime Surprise" toys or the "Gotta Go Flamingo." These aren't accidents. They are direct descendants of the ice cream pooping unicorn effect. The toy industry realized that kids (and, let's be real, adults) find the juxtaposition of "magical/cute" and "gross/bathroom humor" irresistible.
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According to market data from the Toy Association, "toilet humor" toys saw a massive surge in the late 2010s. We're talking about a multi-million dollar niche created almost entirely by the cultural footprint of one viral ad campaign. It’s wild. A plastic stool company basically paved the way for a whole generation of slime-pooping llamas and glitter-dropping monsters.
The Business of Absurdity
It’s not just about toys. Modern DTC (Direct-to-Consumer) brands now use the "Harmon Brothers Style" as a blueprint. Look at Dr. Squatch or Lume. They use the same DNA: a charismatic narrator, high-production absurdity, and a refusal to take the product too seriously while still hitting hard on the functional benefits.
The ice cream pooping unicorn proved that you don't need a massive Super Bowl budget to get Super Bowl results. You just need to be willing to look a little bit ridiculous.
The Science They Were Actually Trying to Explain
Let's get into the weeds for a second. The whole reason that unicorn exists is to explain the anorectal angle. In a standard sitting position (90 degrees), the puborectalis muscle stays choked around the rectum. It’s like a kink in a garden hose.
When you squat—the position the unicorn is demonstrating—that muscle relaxes. This straightens the "hose."
Medical Context and Reality
While the unicorn makes it look like a miracle cure, doctors like those at the Cleveland Clinic note that while squatting can certainly help with strain, it isn't a silver bullet for chronic digestive issues. It’s a mechanical aid. But "mechanical aid for the puborectalis muscle" doesn't sell 10 million units. A ice cream pooping unicorn does.
There is a legitimate tension here between marketing and medicine. Some gastroenterologists argue that while the Squatty Potty is helpful, the "rainbow poop" imagery oversimplifies complex digestive health. Yet, even the skeptics admit that getting people to actually talk about their colon health is a net win for public awareness.
Why Dazzle the Unicorn is Still Relevant in 2026
You’d think a decade-old meme would be dead by now. It’s not. In 2026, we are seeing a massive resurgence in "lo-fi" and "weird" marketing because consumers are becoming immune to polished, AI-generated corporate ads.
People want something that feels like it was made by a human with a weird sense of humor. The ice cream pooping unicorn feels tactile. It feels like someone stayed up late in a workshop with a hot glue gun and a dream. That authenticity is gold in an era of "perfect" digital content.
The Evolution of the Prop
The original unicorn prop was actually a custom-built animatronic. It wasn't just a 3D render. This is a huge reason why it looks "real" and "present" in the video. The way the ice cream folds, the way the unicorn’s eyes move—it creates a physical presence that CGI often struggles to replicate.
- The Visual Contrast: White fur, gold horn, rainbow "product." It pops on any screen.
- The Deadpan Delivery: The Prince (played by actor Wes Tolman) delivers the lines with such sincerity that it makes the unicorn’s actions even funnier.
- The Re-watchability: There are so many tiny details in the background that people watch it multiple times, which keeps the YouTube algorithm happy.
Misconceptions About the Viral Success
One big mistake people make is thinking the ice cream pooping unicorn was a "cheap" video. It wasn't. It cost hundreds of thousands of dollars to produce. The script went through dozens of iterations. Every "joke" was tested to see if it led to a drop-off in viewership or a spike in interest.
Another misconception: that the unicorn was the only version. The team actually experimented with different characters, but the unicorn had the highest "trust" factor. There's something inherently innocent about a unicorn that makes the "poop" joke feel less vulgar and more whimsical.
Actionable Takeaways for Your Own Projects
If you're trying to build a brand or just understand why some things go viral while others die in obscurity, look at the unicorn. Don't just copy the "poop" joke. Copy the structure.
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- Lean into the "Elephant in the Room": If your product solves an embarrassing problem, talk about it. Don't hide behind corporate speak. Use a ice cream pooping unicorn if you have to, but be direct.
- Invest in Production Value: If your hook is weird, your execution needs to be flawless. If the video looked cheap, it would have been dismissed as "weird internet junk." Because it looked like a movie, it was treated like a brand.
- Education Through Entertainment: Don't just tell people your product is good. Show them why it’s necessary using a metaphor they can’t forget.
- Own the Aesthetic: Squatty Potty didn't run away from the unicorn; they leaned in. They sold plushies. They made sequels. They turned a prop into a mascot.
The next time you see that ice cream pooping unicorn, don't just roll your eyes. Look at it as a monument to bold business thinking. It’s a reminder that in a world of boring, safe choices, the person willing to put a unicorn on a toilet usually walks away with the market share.
To apply these insights, start by identifying the "unspoken" barrier in your own industry. Determine if there is a humorous or metaphorical way to address it that lowers the consumer's guard. Finally, test your "absurd" concept on a small audience to ensure the humor translates into a clear understanding of your product's value proposition before scaling.