It’s not often that people are asked how they feel about feces. Not anymore. Prelam Enterprises has taken potty talk to the street – and the Howard Stern show. Last year, Prelam, a five-person air freshener company from Moncton, debuted a new type of bathroom deodorizer in the Atlantic provinces. Just’a Drop is a ‘toilet odour neutralizer’ – you squeeze one drop of liquid into your toilet before you go thereby ‘suppressing unpleasant bathroom odours at the source.’

The company creates its own advertising and FSIs (which tease its site – with a fun viral – at odourvoter.com) in dailies, however, co-owner Luc Jalbert says he doesn’t have a lot of money to advertise so has been putting about $100,000 a year into PR to make a splash. Jalbert says the goal is to build awareness through WOM. ‘It’s a little hard to talk about poop,’ he says.

In June, Prelam rolled out the product in the rest of the country with a fun online and street campaign asking Canadians to ‘Sit down and be counted!’ by sharing their personal bathroom habits. Participants were asked such questions as ‘How long before it’s safe for someone to go into the bathroom after you?’

The ‘Poo-Crew’ made appearances in Montreal at the Grand Prix and the Fashion Festival, at Canada Day festivities in Toronto and even in Times Square in NYC. The crew brought a toilet with them so people could sit to fill out the survey and receive samples.

The campaign was so successful that sales doubled after the Montreal appearances. It not only landed coverage in dailies in the Atlantic provinces, it prompted that king of kaka himself, Howard Stern, to send a crew to cover the Poo-Crew in New York. The Stern show ran a one-minute bit eight times and garnered Howard’s commentary. Survey results were used to compile a comparison of the bathroom habits of different age groups and sexes in Canada and abroad (men were the smelliest across the board).

The small company has also managed to gain shelf space at Wal-Mart Canada, IGA and Metro, among others. Jalbert is scheduled to meet with Wal-Mart U.S. this month and might be followed to the retail giant’s Arkansas HQ by CBC’s Venture’s Dreamers & Schemers, which is on its fourth profile of the entrepreneur. After all, he’s a man on a mission: ‘I’m creating a revolution of people smelling better.’ Odourvoter.com and the Poo-Crew were conceived by Toronto-based LexPR.