SoClean launches national TV commercial featuring Barry the bacteria
By HME News Staff
Updated 10:29 AM CDT, Mon September 14, 2026
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MINNEAPOLIS – SoClean has launched a new national TV campaign in partnership with Marketing Architects, bringing its SoClean 3+ to market with a commercial told from the perspective of the bacteria the product reduces. SoClean says the 3+ is the first and only device cleared by the U.S. Food and Drug Administration (FDA) that reduces 99.9% of bacteria on compatible home-use CPAP hoses and masks after cleaning. "CPAP hoses and masks can trap and grow bacteria over time,” said Robert Wilkins, CEO of SoClean. “SoClean 3+ received FDA clearance as the first and only device in its category designed to address this bacterial issue. In an ever-growing, complex media landscape, we chose Marketing Architects to help us get the word out to the CPAP market that there is a way to sleep better at night, knowing you used a SoClean.” Marketing Architects developed the media plan targeting adults 50 and older, the audience most likely to be managing sleep apnea at home. The campaign runs on national linear TV through Annika, the agency's media-buying AI, which forecasts network rates, clearance and performance, to find efficient inventory against SoClean's target. In the commercial, Barry, a bacteria, appears on camera as a spokesman for his own kind, asking viewers not to buy the SoClean 3+ before acknowledging exactly what it does to him. Marketing Architects produced the spot and built Barry as a character SoClean can return to in future work.
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