The Science of Product Launches: How We Used OxiClean's Formula to Generate $2 Billion Across 300+ Brands

Last week, we discussed the direct response marketing strategies that made OxiClean a household name and helped it defeat major competitors. This week, we reveal how, using and refining these same strategies, we at Harvest Growth successfully launched 300+ new brands and generated over $2 billion in revenue.

After leaving his position at Kraft Foods and OxiClean, our Founder, Jon LaClare, saw an opportunity that others missed - many entrepreneurs had great products but lacked a proven system to launch them profitably. So he founded Harvest Growth with a mission: to take those battle-tested OxiClean strategies and make them work for any entrepreneur, in any category.

While other agencies played the traditional "spend and hope" game, we treated marketing like a science and evolved from TV campaigns to today's digital-first approach that can start with just $100 per day. The core principles remain unchanged, but the tools and platforms have dramatically improved our ability to succeed.

In today's episode of the Harvest Growth Podcast, we cover:

• The highly effective marketing strategy that's launched more than 300 products across every category
• Why starting small and scaling based on data consistently outperforms massive upfront investments
• Why the Perfect Launch System works on both traditional and digital platforms
• Essential productivity strategies to help entrepreneurs manage overwhelm while scaling

Want the complete roadmap to launching and scaling your products? Grab the full book in hardcover or Kindle on Amazon or get your free digital copy at PerfectLaunch.com.

To be a guest on our next podcast, contact us today! 
  
Do you have a brand that you’d like to launch or grow? Do you want help from a partner that has successfully launched hundreds of brands totaling over $2 billion in revenues? Visit HarvestGrowth.com and set up a free consultation with us today! 

Transcript

Jon LaClare [00:00:00]:
Welcome back to this special edition of the Harvest Growth Podcast where we're sharing the audiobook version of the Perfect Launch System chapter by chapter. In today's episode, Chapter 3, you'll hear the origin story of Harvest Growth. I share how we took lessons from launching OxiClean and applied them to help over 300 new products succeed in the market. You'll learn how our approach evolved from TV campaigns to digital launches, and how the principles of direct response marketing remain at the core of every successful product we touch. If you've ever wondered how to go from idea to eight figure brand, this chapter is for you. Let's get into chapter three of the Perfect Launch System.

Announcer [00:00:44]:
Are you looking for new ways to make your sales grow? You've tried other podcasts, but they don't seem to know Harvest the growth potential of your product or service as we share stories and strategies that'll make your competitors nervous. Now here's the host of the Harvest Growth podcast podcast Jon LaClare.

Jon LaClare [00:01:04]:
When the OxiClean Story came to an end, the Harvest growth story began. OxiClean was sold to Church and Dwight in 2006 and by 2007 I had launched what is now known as Harvest Growth. The vision was simple. Take the knowledge and experience I had gained from launching and scaling OxiClean products and apply it to help other entrepreneurs bring their products to market successfully.

Jon LaClare [00:01:28]:
Over the years, we have launched over.

Jon LaClare [00:01:30]:
300 brand new products into the marketplace, products where our work represented the very first dollar of revenue. My marketing campaigns have collectively generated over $2 billion in revenue.

Jon LaClare [00:01:41]:
Yet every single one of these launches.

Jon LaClare [00:01:43]:
Started with small strategic investments. That's the core of what we call.

Jon LaClare [00:01:47]:
The Perfect Launch system.

Jon LaClare [00:01:48]:
Harvest Growth's first client in 2007 was a product called Sonic Scrubber. At the time, it had just launched but was struggling to gain traction. We helped develop a TV campaign that not only boosted online sales, but also expanded their brick and mortar retail presence. This was before E Commerce became mainstream, before Facebook ads existed, and before digital marketing took center stage. Despite these challenges, the campaign was a success. Sonic Scrubber went on to sell over 10 million units. That early success proved that the direct.

Jon LaClare [00:02:23]:
Response marketing model we had used with.

Jon LaClare [00:02:25]:
OxiClean could work for other products and we refined it over the years. Since then, we've launched and grown products across nearly every category, from consumer goods to financial services, from health products to industrial solutions. The core principles remain the same. Start small, prove the model, and scale profitably. One of the most common questions I hear is, does your model work for my business? And the answer is always a yes.

Jon LaClare [00:02:52]:
Our approach is based on a scientific.

Jon LaClare [00:02:54]:
Data driven process that can be customized for any business category. While the language, visuals and specific marketing channels may differ, the fundamental principles remain the same. Back in my OxiClean days, we would start with a $10,000 test on TV tracking whether it generated at least $20,000 in revenue. If it did, we scaled up. If not, we adjusted variables like the TV stations, the creative or the pricing. Today we apply the same principle with much smaller investments, sometimes starting with as.

Jon LaClare [00:03:26]:
Little as $100 per day.

Jon LaClare [00:03:27]:
In online advertising, the key is to generate revenues that cover ad spend early on ensuring a profitable scaling process Marketing is never static. The platforms and tools we use today.

Jon LaClare [00:03:40]:
Were unheard of when we started in 2007.

Jon LaClare [00:03:43]:
Initially, our focus was on TV commercials.

Jon LaClare [00:03:45]:
But as digital marketing evolved, we adapted.

Jon LaClare [00:03:47]:
We were early testers of Facebook and Instagram advertising, and over time these platforms.

Jon LaClare [00:03:52]:
Became even more profitable than TV for many products.

Jon LaClare [00:03:55]:
Today, we continuously test emerging strategies on platforms like TikTok, YouTube and Amazon marketing to stay ahead of trends. The Lesson Success comes from constantly testing, learning and adapting the best marketing strategies.

Jon LaClare [00:04:10]:
Aren'T built on theory alone.

Jon LaClare [00:04:12]:
They come from real world experience, trial and error, and a deep understanding of market behavior. One of the biggest lessons I've learned.

Jon LaClare [00:04:20]:
Is that every entrepreneur faces challenges.

Jon LaClare [00:04:23]:
Even the most successful businesses have moments of doubt, times when they wonder if.

Jon LaClare [00:04:27]:
They'Ll ever reach their goals. Through our work with hundreds of clients.

Jon LaClare [00:04:31]:
And from the conversations I've had on the Harvest Growth podcast, I've seen a common theme Persistence pays off. Those who succeed are the ones that push through tough times, keep testing and refine their approach until they find what works. Networking has also been a crucial part of our journey. Being part of a community, whether through mastermind groups, industry events, or even LinkedIn connections, has helped us to grow, learn and share insights with other entrepreneurs. The best entrepreneurs understand that competition is isn't about fighting for market share, it's about lifting each other and learning from one another. Since 2007, harvest growth has had the privilege of working with countless innovative businesses and passionate entrepreneurs. Our goal with this book is to share what we've learned so that more businesses can launch successfully and grow profitably.

Jon LaClare [00:05:21]:
Whether you're bringing a brand new product.

Jon LaClare [00:05:23]:
To market or trying to scale an existing one, the principles we've developed will.

Jon LaClare [00:05:27]:
Help guide you through the process.

Jon LaClare [00:05:29]:
As we move forward, marketing strategies will continue to evolve, platforms will change, consumer behavior will shift, and new opportunities will emerge. But one thing remains constant, a well.

Jon LaClare [00:05:40]:
Executed launch rooted in tested principles will.

Jon LaClare [00:05:43]:
Always be the foundation of success. Now let's dive into the details and explore the full system that has helped hundreds of products reach profitability and scale beyond expectations. Harvest Growth Podcast Interview Summary Leslie Shreve Productive Day From Overwhelmed to Organized Productivity Strategies from Leslie Shreve in today's fast paced business world, staying positive without feeling.

Jon LaClare [00:06:07]:
Overwhelmed is a constant challenge.

Jon LaClare [00:06:09]:
Leslie Shreve, founder of Productive Days, specializes in helping professionals reclaim their time and work more efficiently. Her approach focuses on eliminating distractions, improving workflow, and structuring the workday for maximum productivity. Control your inbox.

Jon LaClare [00:06:25]:
Don't let it control you.

Jon LaClare [00:06:27]:
One of the biggest productivity killers is email overload. Leslie teaches that constantly checking emails throughout the day leads to unnecessary distractions and inefficiency.

Jon LaClare [00:06:37]:
Instead, she recommends setting designated times for.

Jon LaClare [00:06:39]:
Checking and responding to emails, allowing focused work without constant interruptions. Prioritization is key to avoiding overwhelm not.

Jon LaClare [00:06:49]:
All tasks are created equal.

Jon LaClare [00:06:51]:
Many professionals struggle because they treat everything.

Jon LaClare [00:06:53]:
On their to do list as equally urgent. Lesley's system helps individuals prioritize tasks based.

Jon LaClare [00:06:59]:
On impact, ensuring that high value activities get done first while lower priority items don't Consume valuable time, organize information for easy access, wasted time searching for files.

Jon LaClare [00:07:12]:
Emails or notes, and adds up quickly. Leslie teaches a structured system for organizing.

Jon LaClare [00:07:18]:
Digital and physical information so that everything is easily accessible.

Jon LaClare [00:07:22]:
This reduces frustration, eliminates wasted time, and.

Jon LaClare [00:07:25]:
Ensures that important tasks aren't forgotten. Create a workflow that matches your natural rhythms. People have different peak productivity times throughout the day.

Jon LaClare [00:07:34]:
Lesley encourages professionals to identify when they work best and schedule their most demanding.

Jon LaClare [00:07:40]:
Tasks during those hours. By aligning work with natural energy levels, productivity improves without the need for extra effort. Take away Boosting productivity isn't about working harder, it's about working smarter. By taking control of your inbox, prioritizing tasks, organizing information, and aligning tasks with your natural rhythms, you can reclaim your time and get more done with less stress.

Jon LaClare [00:08:06]:
Thanks for listening to this special chapter of the Perfect Launch System shared here on the Harvest Growth Podcast. We're only releasing a selection of chapters.

Jon LaClare [00:08:14]:
Less than half of the full book.

Jon LaClare [00:08:15]:
As part of this series. If you'd like to dive deeper and get the complete system for launching and scaling your products successfully, you can find the full book on Amazon in both hard copy and Kindle formats or get a free digital version, just visit perfect launch.com whether you're just starting out or looking to take your business to the next level, the Perfect Launch System gives you the proven roadmap to get there.