SOURCE: Innovative Direct Response

January 16, 2007 06:00 ET

Innovative Direct Response to Launch National DRTV Campaign for SquidSoap

LAGUNA BEACH, CA -- (MARKET WIRE) -- January 16, 2007 -- Coming soon to a TV set and retail shelves near you!

Innovative Direct Response today announced the launch of a major direct response television campaign for SquidSoap. SquidSoap features an inventive and fun soap dispenser that teaches children how to properly wash their hands, increasing the chances of killing germs and lowering their risk of disease. It features an "ink stamp" on the soap plunger that leaves an ink mark when someone uses it. The non-staining, nontoxic ink washes off after 15 to 20 seconds of scrubbing with soap and water.

The nationwide campaign will take the company's aggressive marketing efforts to the next level, and is expected to dramatically increase both awareness and sales of SquidSoap.

"We expect this DRTV campaign to dramatically increase sales with retailers carrying SquidSoap on their shelves," asserted John Lynn, Director of Marketing of SquidSoap LP. "Studies show that for every DRTV sale, retail sales increase 5 to 10 times, compared to product sales that are not supported by DRTV campaigns. We are fortunate to have such a great team behind us."

The new direct response TV campaign will take the marketing campaign to the next level. The campaign will consist of short-form spot commercials one and two minutes in length that will entice viewers to immediately pick up their phones to order SquidSoap. The direct response marketing team includes West Telemarketing (, a $2 Billion Omaha-based communication company, Koeppel Direct (, a national, leading direct response media buying firm, and Innovative Direct Response (, a world class direct response production company.

About Innovative Direct Response, LLC

Innovative Direct Response, LLC is a full-service production and direct response marketing agency which provides a single, integrated source for all the elements necessary for a successful direct response campaign including strategic development, production and back-end implementation. Founded in 1996, Innovative Direct Response (Laguna Beach, CA) is owned and operated by Kelly Burke, an expert in Direct Response Marketing.

Contact Information

  • Contact Information

    Innovative Direct Response, LLC
    Kelly Burke
    CEO & Executive Producer
    531 Allview Terrace
    Laguna Beach, CA 92651
    Phone: 949-422-1357
    E-mail: Email Contact