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American Standard - ActiClean Self-Cleaning Toilet

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: American Standard, Piscataway, NJ
Entry Submitted By: O'Reilly DePalma Public Relations
Company Description: American Standard is a leading North American plumbing and building products manufacturer. The Company produces high performing fixtures, stylish faucets and sinks, plus whirlpool tubs and other wellness products for the bath and kitchen. American Standard operates under the business unit LIXIL Water Technology, which is the world’s largest and most global leader in sanitaryware.
Nomination Category: New Product & Service Categories
Nomination Sub Category: Consumer Products

Nomination Title: ActiClean Self-Cleaning Toilet

Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and performance to date. TEXT REDACTED FOR PUBLICATION

ActiClean is the self-cleaning toilet that cleans itself and removes stains with the simple press of a button. It employs the power of the exclusive, award-winning VorMax flushing technology – which delivers the cleanest flush ever engineered – with a fully integrated, user-activated self-cleaning system. The user simply presses a button, walks away, and the ActiClean system will scour the bowl with cleaning fluid, then soak and rinse for a sparkling clean bowl. It is the only toilet on the market offering handsome styling with the luxury of self-cleaning technology at affordable price.

ActiClean offers two cleaning options: a one-minute Quick Clean or an extended, 10-minute Deep Clean cycle. When activated, cleaning solution travels through the designated channel in the tank and is mixed with water. The cleaner is released into the bowl with the powerful VorMax jetted water force, and soaks in the bowl for the selected amount of time. Then the system automatically siphons the cleaning agent and rinses the bowl with clean water. Operating independently from the normal flushing function, the ActiClean system is powered by four AA batteries.

ActiClean features a CleanCurve Rim that omits the rim cavity and holes inside the bowl where dirt can get trapped and hide. The bowl and tank surfaces feature EverClean, the brand-exclusive permanent finish that inhibits the growth of stain and odor-causing bacteria, mold and mildew on the surface. For thorough cleaning, a release button permits easy removal of the entire seat, while a sanitary tab on the seat allows it to be lifted without touching the toilet.

The high-efficiency VorMax flushing technology, which uses a powerful jet of only 1.28 gallons of water has been independently verified to clean the bowl two times better than conventional toilets. It has earned WaterSense-certification from the U.S. EPA for providing 1.28 gpf high performance while using 20 percent less water than traditional 1.6 gpf toilets.

The ActiClean toilet cleans itself without requiring the use of unsightly, add-on and in-the-bowl cleaners. All cleaning system components are discreetly hidden from view, yet are easy to access in the toilet tank lid when batteries or cleaning cartridge need to be changed.

The Company launched an innovative omni-channel approach to spread the word that ActiClean is the worry-free solution for anyone who wants to make sure their toilet is always ready for unexpected guests. A national advertising campaign, called “Surprise! It’s the In-Laws!,” spanned TV, radio, consumer and trade print, digital and paid social.

Additionally, an earned media and social campaign leveraged comedian, television host and self-described germaphobe, Howie Mandel, who served as the official ActiClean PR spokesperson. Mandel led the ActiClean Patrol to find one lucky homeowner to receive a visit from him with an ActiClean toilet delivered to their home for installation. Consumers uploaded videos demonstrating why their bathroom desperately needed an ActiClean toilet, with results double the projected participation rate.

Since launching in September 2016, ActiClean toilets have received thousands of media placements totaling hundreds of million impressions.

ActiClean was introduced at a major national retailer with a customized innovation end-cap display that showcased its under-the-lid self-cleaning components. By developing a clear acrylic shroud topper, custom fitted for the ActiClean tank lid, consumers could see exactly how the refill container, batteries, and operations panel looked without them needing to lift the lid. Overall, this endcap presented the smart, sophisticated technology of ActiClean in a manner that said “Press a button, walk away, and let your toilet do the rest.”

ActiClean has been recognized with a 2017 Gold A’ Design Award, a 2017 Green GOOD DESIGN Award, a 30 Most Innovative Product by Beautiful Kitchens & Baths magazine and a 2016 Innovation Partner of the Year Award from Lowe’s. 

In bullet-list form, briefly summarize up to ten (10) of the chief features and benefits of the nominated product or service.

- ActiClean is the self-cleaning toilet that cleans itself and removes stains with the simple press of a button
- Innovative cleaning system combines the power of the brand-exclusive VorMax flushing technology—which delivers the cleanest flush ever engineered—with a fully-integrated cleaning system
- User-activated cleaning system offers the choice of a 1-minute Quick Clean or an extended 10-minute Deep Clean cycle
- Exclusive CleanCurve Rim omits the rim cavity and holes inside the bowl where dirt and buildup get trapped
- EverClean permanent finish inhibits the growth of stain and odor-causing bacteria, mold and mildew on the surface, helping the toilet stay cleaner, longer
- High efficiency and WaterSense-certified by U.S. EPA for using 20 percent less water than traditional toilets
- All cleaning components are hidden from view, yet easy to access when user needs to change batteries or cleaning cartridge