Sirius Re-Airs Controversial Commercial During Free Howard Stern Promotion

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While Sirius is already booming with more than 6,000 new subscribers daily, the newly crowned Satellite King is about to pull off one of the greatest promotions of all time. On October 25th and 26th, Sirius is offering the world a free helping of their biggest meal, Howard Stern, and the makers of Sinus Buster are taking full advantage of this worldwide event to re-launch their controversial commercial.

The best 'sh**' that ever was, Sinus Buster

While Sirius is already booming with more than 6,000 new subscribers daily, the newly crowned Satellite King is about to pull off one of the greatest promotions of all time. On October 25th and 26th, Sirius is offering the world a free helping of their biggest meal, Howard Stern, and the makers of Sinus Buster are taking full advantage of this worldwide event to re-launch their controversial hot pepper nasal spray commercial.

“This is a huge promotional event, and it’s the perfect way to re-introduce our latest commercial,” says Wayne Perry, president of SiCap Industries, makers of the world’s first hot pepper nasal spray known as “Sinus Buster”. .

Perry is referring to a recent Sinus Buster commercial that sparked a controversy as the first radio commercial in mainstream broadcast history to contain profanity. The commercial is voiced by JR Gach (“gash”), a long time terrestrial radio personality known for his outspoken honesty. Gach has been a spokesperson for Sinus Buster regionally on terrestrial radio, and nationally on Sirius for nearly two years.

In the commercial, Gach relates his true feelings about Sinus Buster, a product near and dear to his heart. With his hard hitting “live read” style, JR pounds home the truth about a product he perceives as miraculous. The tag line reads, “The best 'sh**' that ever was, Sinus Buster”.

Both SiCap and Sirius took some initial heat over the commercial, and once the controversy heated up, the spot was bleeped until SiCap finally pulled it even though the company reported a sizeable spike in sales from Howard Stern listeners. In fact, recent Information Resources Incorporated, (IRI) data shows Sinus Buster has outsold the other leading national brands by as much as 400% over the past six months in chains with 100-plus stores.

Now the two companies have decided to air the unedited commercial once again - thumbing their noses at the tiny handful of critics who complained the first time around.

“Both SiCap and Sirius have similar enemies. Ya know, jealous business interests threatened by our success. The funny thing was that when our customers heard the commercial they thought it was great and they begged for us to continue running the spot. It’s tasteful and it’s funny, and the slogan actually came from many of our customers who continuously tell us that Sinus Buster is the best sh** that ever was,” Perry says.

“With Sirius, we‘re potentially reaching five million listeners everyday across the board. Stern is the big draw for sure, but our data shows the response rate from many other Sirius channels is growing everyday. With Stern on board, Sirius is sure to hit ten million subscribers in the next six months. I bet they hit close to 8 million by the end of January thanks to this free Howard Stern promotion, and that’s why we’re re-launching our so-called profanity commercial live on Howard’s show this Wednesday and Thursday,” adds Scott Latella, National Sales Manager for SiCap Industries.

The commercial will run on Sirius Channel “Howard 100” during the free Sirius promotion this week. Anyone with an internet connection can log onto http://www.howardstern.com or http://www.siriusradio.com/howard and register to listen to the Howard Stern Show free as it airs on Sirius this Wednesday and Thursday only.

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Wayne Perry
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