Hawthorne Direct, Fairfield, IA, has completed production of a new direct response spot for leading cleaning-tools maker O-Cedar, Springfield, OH, which will begin airing later this month.
The product being introduced is the O-Cedar Solo Sponge Mop. The mop features an oceanic sponge that can be replenished through the offer and a built-in cleanser; it is touted as being able to hold 20 times its weight in liquid. The spot will be aired strategically on select cable and broadcast networks in an attempt to capture the attention of the adult-female audience.
