OxiClean, the versatile stain remover, has become a household name since its introduction in the late 1990s. This product’s success is not only due to its effectiveness but also to its iconic infomercials and memorable pitchmen.
Type: Cleaning product
Pitched by: Billy Mays
Key features: Versatile stain remover for laundry and household cleaning
Notable: Became a mainstream product, now available in most grocery stores
The Rise of OxiClean
OxiClean was created by Orange Glo International, a Denver-based manufacturer of cleaning products. The company’s breakthrough came in October 2000 when they shot an infomercial featuring a charismatic pitchman named Billy Mays.
The Billy Mays Era
Billy Mays, with his booming voice and enthusiastic delivery, became synonymous with OxiClean. His catchphrase, “Hi, Billy Mays here for OxiClean!” became instantly recognizable across America
3. Mays’s infomercials for OxiClean were known for their high-energy presentation and memorable demonstrations of the product’s stain-fighting power.Some key aspects of Mays’s OxiClean pitches included:
- Emphasizing its versatility for various stains and surfaces
- Highlighting its safety on colored fabrics
- Demonstrating its effectiveness on tough stains like red wine and grape juice
- Promoting its use as a laundry booster
Mays’s partnership with OxiClean catapulted both the product and himself to stardom. He became the CEO and founder of Mays Promotions, Inc., and his services as a pitchman were highly sought after for various “As Seen On TV” products.
The Impact on Infomercial Industry
OxiClean’s success with infomercials set a new standard in the industry:
- Extended Format: The original OxiClean infomercial was a full two minutes long, allowing for detailed product demonstrations.
- Memorable Pitchmen: The use of charismatic spokespersons like Billy Mays became a staple in infomercial marketing.
- Demonstration-Heavy Content: OxiClean commercials focused heavily on showing the product in action, a technique widely adopted by other brands.
Post-Billy Mays Era
After Billy Mays’s untimely death in 2009, OxiClean continued its strong presence in the infomercial world. The brand transitioned to new spokespersons, including Anthony Sullivan, who had been friends with Mays
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OxiClean’s Continued Success
OxiClean has maintained its popularity through consistent marketing and product innovation:
- The brand continues to air TV commercials, with 1,809 airings in the past 30 days as of the most recent data.
- OxiClean has expanded its product line to include specialized cleaners and laundry detergents5.
- The brand has adapted its marketing to include shorter, 15-second commercials while maintaining the demonstration-focused approach.
Legacy in Infomercial Marketing
OxiClean’s success story has become a case study in effective infomercial marketing. The brand demonstrated the power of:
- Charismatic pitchmen
- Clear product demonstrations
- Consistent messaging across various media platforms
Today, OxiClean remains a significant player in the cleaning products industry, with its infomercials and TV commercials continuing to air regularly. The brand’s journey from a novel cleaning product to a household name exemplifies the potential of innovative marketing in the infomercial space.
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