Marketing Magic: Howie Mandel plugs for the ActiClean Self-Cleaning Toilet
American Standard's new ActiClean self-cleaning toilet has a high-profile spokesperson.
Comedian, television host and "self-described germaphobe" Howie Mandel has stepped in as the face of American Standard's new advertising campaign.
Dubbed "Surprise! It's the In-Laws!," the omni-channel campaign's main goal is to promote ActiClean's role as the solution for anyone who dreads cleaning the toilet -- and/or unexpected guests.
"A surprise visit from the in-laws is stressful,” said Jeannette Long, VP 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 campaign will encompass TV, radio, consumer and trade print, digital and paid social.
Throughout all of this, Mandel will lead the "ActiClean Patrol" with the aim of ultimately awarding one homeowner with a visit from him to install their own ActiClean toilet. Consumers are being invited to upload vidoes of themselves explaining why their bathroom desperately needs an ActiClean toilet.
“The development of this new ActiClean self-cleaning toilet is a huge accomplishment in our business. 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,” said Maha El Kharbotly, chief marketing officer of LIXIL Water Technology Americas, the business unit under which American Standard operates.
