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17th March 2017
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American standard launches campaign to announce new ActiClean self-cleaning toilet
Unexpected visitors? Worse yet, the in-laws stopping by unannounced? It's no worries with the new ActiClean self-cleaning toilet from American Standard. Simply press a button, walk away, and let the toilet do the rest.
Just ask Howie Mandel.
The comedian, television host and self-described germaphobe is helping launch the ActiClean self-cleaning toilet, serving as its PR spokesperson.
American Standard, company, has invested heavily in the introduction of ActiClean, which is currently launching in both retail and wholesale channels. The brand is undertaking an innovative omni-channel approach to getting the word out to everyone in America that ActiClean is the solution for anyone who dreads the unpleasant task of cleaning their toilet, or wants to make sure their toilet is always ready for unexpected guests.
"A surprise visit from the in-laws is stressful," saYS Jeannette Long, vice president of marketing communications. "We used that idea in our advertising to show how worry-free owning the ActiClean toilet can be and demonstrate how American Standard is raising the standard.
The national advertising campaign, called "Surprise! It's the In-Laws!" will span TV, radio, consumer and trade print, digital and paid social to launch ActiClean, following the theme of: 'Imagine the embarrassment of welcoming a surprise guest into your home and wondering whether your toilet is clean. This national publicity effort uses that insight to demonstrate you'll never need to worry again'.
Television advertising debuted September 2016 using targeted cable and video-streaming networks. Broadcast is complemented with endemic home decor print for consumers, and trade print for plumbers, architects and designers.
Supporting with earned media and social is a campaign leveraging clean freak Howie Mandel, who leads the ActiClean Patrol to find one lucky homeowner to receive a visit from him with an ActiClean toilet delivered to their home for installation. Consumers are invited to upload videos to the ActiClean Patrol website, showing why their bathroom desperately needs an ActiClean toilet to keep it clean and neat.
"The development of this new ActiClean self-cleaning toilet is a huge accomplishment in our business," says Maha El Kharbotly, chief marketing officer of LIXIL Water Technology Americas, the business unit under which American Standard operates.
"It is a testament that American Standard, after more than 140 years in the plumbing industry, continues to lead the way in developing innovative kitchen and bath fixtures that offer consumers a lifetime of exceptional performance and reliability."
7th October 2016