Successful Campaigns: Juiceman Juicer

Juiceman Juicer Sets the DRTV “Brand Building” Standard!

In 1989, Rick Cesari and his business partners at Trillium Health Products were using print advertising and PR to promote their Juiceman Juicing Machine and the health benefits that accompany it.  Their regionalized (Southeast US) marketing efforts promoted series of free seminars where attendees could see juicer demonstrations and learn about the health benefits of fresh juice.  With revenue holding around $500K per year, the team at Trillium decided to promote their product nationwide and would use a DRTV campaign to accomplish this. 

Trillium substituted their print advertising and PR efforts with the production of a 30 minute infomercial demonstrating their Juiceman Juicer and educating the viewer about the health benefits of fresh juicing.  The CTA of the show pitched the free nationwide seminars where attendees could learn more and purchase a juicer. 

The infomercial proved to be extremely successful in driving attendance at the seminars and Trillium’s Juiceman sales increased from $500K to $30M in just 18 months!  As the campaign continued, Trillium introduced the Juiceman Juicer at retail and sales increased to $75M.  In 1992, Trillium Health Products sold the Juiceman Juicer business to Salton, Inc. and as their retail distribution was expanded, sales skyrocketed to $100M.  The Juiceman Juicer solidified itself as the first major national brand that was created by a DRTV campaign. 

Rick Cesari was quick to figure out that the “DRTV model” he used with the Juiceman Juicer could be applied to other products to help them increase sales and build their brands.  When the Optiva Corporation approached Rick about producing an infomercial to help them launch and build the Sonicare Toothbrush brand, a DRTV adveristing agency was born:  Cesari Direct! 

Read more about Optiva Corporation’s success with their Sonicare Toothbrush DRTV campaign.