• by Les Luchter , August 8, 2025

Taking on heavily advertised market leader Navage in the sinus irrigation appliance category, upstart NasalFresh MD has partnered with TV host and comedian Howie Mandel for its first major campaign.

“You know what I don’t get?” Mandel asks in a spot running via 200 regional TV placements and 2,500 streaming placements over a 12-month period. “When you’re feeling congested, miserable and spreading germs everywhere, and don’t do anything about it,” he answers. “NasalFresh is a drug-free solution that uses powered saline rinsing and suction to literally suckthe mucus out….Our nose and everyone around you is going to say thank you.”

Media used includes Fox, Prime Video, Hulu, and the AppLovin platform for mobile, NasalFresh MD President Michael Friend tells Marketing Daily.  

Mandel also stars in videos running on NasalFresh’s social media and website.

“Howie is a certified germaphobe,” NasalFresh explained on Facebook. “So when it came to finding the ultimate way to breathe better, flush out gunk, and feel actually refreshed, he didn't hesitate. He went straight for NasalFresh MD.”

Mandel’s videos include a code that gives visitors to NasalFreshMD.com 25% off, bringing the  price down from $132 to $99.

The campaign also includes upcoming Times Square digital billboards, as well as spiels on the host’s “Howie Mandel Does Stuff” podcast and YouTube channel.

The year-old NasalFresh previously used non-celebrity endorsers like Dr. Ariel Grobman of Miami’s South Florida ENT Associates, who Friend says had never heard of NasalFresh until the situation the doctor relates in his endorsement video:  “I saw a patient who I had done surgery on. I used a special camera called a scope to look in his nose, planning on cleaning out his sinuses. But lo and behold, to my surprise, he had nothing to clean out. It was the most clean nasal cavity that I've ever seen one month after a sinus surgery. And I said, ‘What have you done to make your sinuses look so clean?’ and he said, ’ I came across this powered rinse suction device.’”

Friend says NasalFresh’s product advantages -- “100% more cleanse power and 60% more suction” -- are fueling its ability to compete in a category, where 11-year-old Navage reaps $100 million in annual sales.

NasalFresh is sold both online and at brick-and-mortar retailers, with the majority of its sales coming via Amazon and its own website, Friend says.

The brand uses 99Ads and other agencies for its creative.