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.
$1 MIL A MONTH IN SALES
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.