Roto-Rooter reinvented in a package

In the off-the-shelf drain cleaning and pipe-clearing world, there’s Liquid-Plumr, there’s Drano, and then there’s everybody else. And if you want to compete with those two brands, you better bring something special to the clog.

Enter Roto-Rooter. According to John Pearon, chief marketing officer of West Chester, Ohio-based CR Brands, the product is new, but the name has tremendous recognition thanks to an 80-year plumbing service and a famous jingle (“Roto-Rooter, that’s the name, and away go troubles down the drain.”)

According to CR Brands, its Roto-Rooter packaged-good product has grown distributon by a multiple of 10 in the last year and a half, and has found shelf space at Walmart and Menards, among other retail outlets.

“We’re growing everywhere,” he said, adding that 40% of the drain care category goes through the hardware channel.

Liquid-Plumr and Drano probably aren’t quaking in their pipes, but Roto-Rooter Gel Clog Remover promotes a couple of features on its packaging. One is a “guaranteed to work or its free!” sticker. Another is a relationship with the Roto-Rooter service. Customers who give the bottle to their Roto-Rooter service tech receive 10% off their next service call.