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By Published on .

After a year of testimonials from satisfied local radio personalities, Clean Shower household cleaner is getting a $3 million national ad campaign.

The testimonials not only brought Clean Shower to the attention of consumers but also helped start-up company Automation Inc. win shelf space for its product and expand the brand nationally.

Paul Porter, VP-chief operating officer, said the strength of the advertising helped in negotiating lower slotting fees with retailers.

Spots in the national ad campaign currently feature call-ins from satisfied product users.

The first national radio spots broke this month on Rush Limbaugh's show, he said.

Automation has spent $1.2 million since last summer on local spots featuring disc jockeys on more than 1,000 radio stations.


Clean Shower is now in 15,000 stores and monthly sales at retail are about $1 million, said Mr. Porter.

Clean Shower is still only a drop in the bucket of a $650 million household cleaner category dominated by the likes of Clorox Co., Procter & Gamble Co. and Reckitt & Colman. But Mr. Porter said Clean Shower has risen to become the top shower cleaner in Tampa/St. Petersburg, Fla.; Boston; and other metro markets.

Mr. Porter, who heads Automation's Jacksonville-based in-house agency, East Point, is scouting for similar start-up products that could be plugged into the radio endorsement network he helped develop by crisscrossing the country and pitching Clean Shower to DJs.

The company may test spot TV ads later this year, Mr. Porter said.

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