The first and only FDA-cleared device of its kind for CPAP hoses and masks** launches on national TV with Marketing Architects.
MINNEAPOLIS—Aug. 31, 2026—SoClean launches a new national TV campaign in partnership with Marketing Architects, the All-Inclusive TV agency, bringing the SoClean 3+ to market with a commercial told from the perspective of the bacteria the product reduces.
The American Academy of Sleep Medicine estimates nearly 30 million U.S. adults live with obstructive sleep apnea, and CPAP therapy remains the most common treatment. That means a hose and a mask worn against the face for hours every night, then cleaned by hand the next morning, if they get cleaned at all. The FDA warns that a hose or mask contaminated with germs can make a user sick. Manufacturers recommend regular cleaning, and keeping up with it is one of the least pleasant parts of the routine.
SoClean built for that gap. SoClean 3+ is the first and only FDA-cleared device that reduces 99.9% of bacteria* on compatible home-use CPAP hoses and masks** after cleaning.
Now, the challenge is getting that device to the people who need it. Most CPAP users have never been told that an FDA-cleared option exists, and they are not searching for one. Reaching them means going where they already consume media.
“CPAP hoses and masks can trap and grow bacteria over time. 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,” said Robert Wilkins, CEO, SoClean.
Marketing Architects developed the media plan, focusing on 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.
The creative makes SoClean’s case from an unexpected point of view. 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.
"You can't capture demand that doesn't exist yet,” said Dhiren Khemlani, SVP, Strategic Growth at Marketing Architects. “Most CPAP users have never been told an FDA-cleared option is available, so linear TV must do the introducing. Barry makes that introduction one people actually remember, and he gives SoClean an asset worth returning to at a scale and efficiency no other channel matches."
About SoClean
SoClean is a pioneer in bacterial reduction systems for CPAP hoses and masks. Based in Peterborough, New Hampshire, the company holds more than 150 patents issued worldwide across its bacterial reduction systems, methods, devices and designs. SoClean 3+ is the first and only FDA-cleared device intended to be used as an adjunct to reduce bacterial* populations on certain compatible home-use CPAP ventilation hoses and masks** after cleaning.* Learn more at SoClean.com.
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 30 years building homegrown technology to solve TV's pricing, measurement and scale challenges. For more information, please visit marketingarchitects.com.
