All Purpose, which will come in the same type of spray bottle as Clean Shower, will be backed by an estimated $12 million to $15 million in TV, radio and print ads.
Automation's in-house agency, East Pointe Advertising in Jacksonville, Fla., created the campaign.
The product will begin shipping later in May to Target Stores, then to other retailers in June, with ads breaking in July.
All Purpose will use the same network of local drive-time DJ endorsers that Paul Porter, president-CEO of Automation, helped develop for Clean Shower, plus national TV and print, including page ads in Parade and USA Weekend.
CLEAN SHOWER'S POWER
Since it was launched nationally in 1996, Clean Shower has spawned a new everyday no-scrub cleaner segment of the $350 million bathroom cleaner category, generating competition from Clorox Co.'s Tilex Fresh Shower, which started advertising in April (AA, Jan. 26).
Now the start-up company is taking on Clorox, along with S.C. Johnson & Son and Procter & Gamble Co., in a wide range of household cleaner categories totaling $1.5 billion.
All Purpose, a slightly modified version of the patented Clean Shower formulation, sprang from ideas sent to the company by consumers, said Mr. Porter.
Consumers reported using Clean Shower to remove mildew from boats and vinyl siding and hard water and mildew deposits from dishwashers, he said.