 VIDEO: OxiClean |
"Cesari Direct helped us see the relationship between DRTV and building strong
retail. We value this education they gave us about building our brand."
Joel Appel
Co-Founder and Former President of Orange Glo International, Inc., makers of OXICLEAN
Successful Campaigns: OxiClean
Orange Glo, Intl. Chooses Cesari Direct to Build the OxiClean Brand!
In 1996, Orange Glo, Intl. was utilizing the Home Shopping Network to sell their product OxiClean and build its brand. With yearly sales hovering around $1M, the Orange Glo, Intl. team looked to DRTV to help them to accomplish their long term goals. OxiClean actively sought Cesari Direct as a DRTV agency due to Cesari Direct's successful campaign for Quick & Brite, a campaign that was on the air for more than 2 years.
The original OxiClean infomercial was a smash success, with its media spending topping $1M per month. Cesari Direct utilized the engaging and lively host, Billy Mays to conduct compelling product demonstrations combined with a CTA that offered unique product formulations. Cesari Direct introduced a continuity model to the OxiClean campaign which further increased their sales. $16M in media aired from 1998 through 2003 through Cesari Direct. Revenue generated exceeded $24M for an average MER of 1.45. This MER was optimal since OxiClean was using the campaign to drive retail business.
Orange Glo, Intl. followed their OxiClean infomercial with more than 12 additional shows that introduced new products including: Kaboom, Orange Clean, and Orange Glo Furniture Polish. Orange Glo, Intl. used a strategic mix of long and short form DRTV campaigns that were perfectly timed with their various products being introduced and distributed at retail. This powerful approach using DRTV generated sales in excess of $250M for the company! In August, 2006, Orange Glo, Intl. was sold for $325M.
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