SoClean Launches National TV Campaign to Reach Millions of CPAP Users

The first and only FDA-cleared device of its kind for CPAP hoses and masks** launches on national TV with Marketing Architects.

 

MINNEAPOLIS—September 14, 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."

 

Watch the spot "Barry."

 

 

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.    

 

Media Contacts

SoClean
Lisa Williams
Executive Assistant
lwilliams@soclean.com

 

Marketing Architects
Elena Jasper
CMO
ejasper@markarch.com

 

 

*The SoClean 3+ device is intended to be used as an adjunct to reduce bacterial populations on certain compatible home use CPAP mask and ventilation hoses after cleaning. An in vitro 3-log (99.9%) bacterial reduction by SoClean 3+ has been demonstrated for the following bacteria: Staphylococcus aureus (ATCC 6538), Klebsiella aerogenes (ATCC 13048), Staphylococcus haemolyticus (ATCC 29970), Escherichia coli (ATCC 11229), Staphylococcus hominis (ATCC 27844), Klebsiella pneumoniae (ATCC 4352), Pseudomonas aeruginosa (ATCC 15442), and Streptococcus pyogenes (ATCC 14289) after a complete processing cycle. Any correlation between in vitro results and clinical outcome has not been established. This device must not be used to replace the cleaning procedures recommended by the CPAP mask and hose manufacturers.

**The SoClean 3+ is currently established for use with the ResMed Mirage FX (nasal mask), ResMed AirFit P10 (nasal pillows mask), ResMed ClimateLine Air (tubing), and SlimLine tubing for the ResMed AirSense 10. SoClean is an independent company not affiliated with ResMed Inc.

Contraindications for Use: Persons with underlying lung diseases, such as asthma and chronic obstructive pulmonary disease (COPD, which includes emphysema and chronic bronchitis), and those with cardiovascular disease may be sensitive to ozone and should consult with their health care professional before using the SoClean 3+. Safety in pregnant or breastfeeding women and children under the age of 22 has not been established.

References to FDA clearance reflect marketing authorization granted for the specific intended use and accessories described in SoClean's De Novo submission. FDA clearance is not an endorsement. Some elements of the campaign creative were created with AI assistance.