Mr. Clean: Cleaner of Your Dreams

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

What was the irrefutable consumer insight?

There's nothing sexier than a man who cleans.

Describe the marketing challenge.

Mr. Clean invented the household cleaner as we know it today: liquid products that clean any room of the house and Erasers that remove impossible dirt like magic. But at nearly 60 years old, advertising's most iconic character was starting to show his age,losing ownership of any cleaning category or product equities. Previous Mr. Clean campaigns put the iconic Mr. Clean character in the front and centre of all communications. And while character associations helped to maintain high top-of-mind awareness,...

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Insights Team
Bray Leino

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