Built on experience with automotive products, Diray Media implemented a strategy of :120 and :60 spots with a focus on automotive and restoration programming that had significant direct-response rates. The campaign was a hit on TV and later moved into retail with strong sales quarter after quarter.
After finding success with the original Wipe New, which focused on the interior of a car, Avento wanted to use their brand strength to launch additional cleaning products. This lead to both Headlight and Tire, which focused on the exterior of the car, and the ReColor, which took direction toward furniture. Diray Media was able to launch these new products while maintaining a campaign for the original for both brand and retail support which continue to this day.