It’s the kind of free promotion marketers dream a lifetime for — on-air, spontaneous coverage of their company’s product on a national TV show. It happened to ExOfficio during “The Tonight Show with Jay Leno” on Sept. 15. Comedian Howie Mandel, now host of the NBC game show “Deal or No Deal,” was telling Jay how much he loved to travel, and that he’d discovered the secret to successful travel — traveling light. He then produced a pair of ExO underwear still in the package and told Jay, “You may want to read this.” Jay took the package, and said, “It says, ’17 countries, six weeks, one pair of underwear.’ That’s called being homeless.” Mandel, still enthused, told Jay to go to the company website, even saying ExOfficio.com on air, and then, boasting, said, “Can I just say, and I’m not exaggerating, I did it in 34 countries!” There was more banter about wicking, which Howie had no idea what it was, and the company recommended method of cleaning the underwear, which was priceless. All told, SNEWS® estimates ExOfficio scored 60 seconds of on-air laughs and plenty of branding — someone send Howie more underwear, and quickly!