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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.

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