My Dirty Jobs, the newest entrant in the household cleaning market, to launch broad line of heavy-duty cleaning products, inspired by Discovery Channel series Dirty Jobs; line will debut in March 2012

LAS VEGAS , February 22, 2012 (press release) – My Dirty Jobs, the newest entrant in the household cleaning market, is launching a broad line of heavy-duty cleaning products formulated to handle your dirtiest jobs. The line is inspired by the Emmy(R)-nominated Discovery Channel series Dirty Jobs, part of Discovery Communications, the world’s number one nonfiction media company. Host Mike Rowe travels the country showcasing hard working men and women who have some of the country’s messiest occupations.

The new line will debut at Walmart and online in March 2012. My Dirty Jobs cleaning products are packed with a heavy-duty, oxygen-powered stain remover, Dirty Jobs Complete, which is produced with an original formula featuring an increased concentration of oxygen-powered enzymes, making it one of the most advanced and powerful stain-removers on the market.

“Thanks to Dirty Jobs, I’ve left a filthy trail through all 50 states and along the way I’ve met some of the best people I know, including farmers, miners and tradesmen; people who aren’t afraid to get dirty and who make civilized life possible for the rest of us,” said Rowe. “Celebrating their work and making it easier to clean up at the end of the day was a great motivation to support and launch this line of cleaning products. The fact that they really work and are affordable made the decision a no-brainer.”

Developed in consultation with Rowe, the marketing campaign for Dirty Jobs cleaning products will emphasize that whether work or play, it is okay to get dirty because at the end of the day it washes off. When Mike’s not busy getting dirty, he spends time promoting the importance of the skilled trades. His central mission executed through mikeroweWORKS is to continue to highlight our country’s need for a skilled workforce to make civilized life possible for all of us. Both mikeroweWORKS and the mikeroweWORKS Foundation will be a key part of the campaign.

Later this year, additional Dirty Jobs cleaning products will be available at major retail locations and specialty stores nationwide, including a bleach-powered bathroom cleaner, an oxygen-powered foaming cleanser, a carpet spray aerosol, a multi-surface cleaner, a laundry spot-remover and a degreaser and hand sanitizer.

“We have developed Heavy-Duty Dirty Jobs Cleaning Products to combat the dirtiest jobs in America,” said President and Co-founder of My Dirty Jobs, Adam Lerner. “With a strong line-up of products, we naturally sought out the dirtiest guy on the planet, Mike Rowe, to help us get a Dirty Jobs cleaning product under every sink!”

“When you think of the show Dirty Jobs several things come to mind– dirt and mud with an overall giant mess to clean up,” said Elizabeth Bakacs, Vice President of Licensing for Discovery Channel. “The goal of this line is to provide consumers with a complete line of products unlike any other on the shelf today, all designed to make life’s everyday messes a little easier to tackle.”

For more information, please visit

About My Dirty Jobs, LLC:

My Dirty Jobs, LLC, the newest entrant in the household cleaning category has partnered with leading suppliers, brand owners, and developers to create a high performing line of household cleaning products, which deliver superior value at both the register and at home. Inspired by Mike Rowe and the hit TV series Dirty Jobs, the company’s growing portfolio of products will focus on the same core themes most associated with Mike and Dirty Jobs, namely hard work and value. Throughout 2012 there will be a steady stream of announcements as the company expands its family of products and distribution partners.

About Discovery Communications:

Discovery Communications is the world’s #1 nonfiction media company reaching more than 1.5 billion cumulative subscribers in 210 countries and territories. Discovery is dedicated to satisfying curiosity through 130-plus worldwide television networks, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as US joint venture networks OWN: Oprah Winfrey Network, The Hub and 3net, the first 24-hour 3D network. Discovery also is a leading provider of educational products and services to schools and owns and operates a diversified portfolio of digital media services, including For more information, please visit

About Mike Rowe and mikeroweWORKS:

In addition to being known around the world as the “Dirty Jobs Guy” and the voice of shows like “Deadliest Catch,” Mike stays busy with speaking engagements around the country and working with partners like Caterpillar, Ford, Master Lock and Kimberly-Clark. He has launched a line of co-branded footwear with Cat Footwear and is launching a line of Dirty Jobs cleaning products in spring 2012. In 2008, Mike launched and formed the mikeroweWORKS Foundation, both of which were created to be a “PR Campaign for Hard Work” and advocate for getting dirty. Their purpose is to call attention to the growing skills gap in the trades, aging workforce, and unfilled jobs and to provide comprehensive resources for anyone looking to explore those vocations, as well as assist and support those wanting to explore a career in the skilled trades. The Foundation has given tool stipends and scholarships to such organizations as The AED Foundation and SkillsUSA.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.