The Strength of Mr Puny: How Advertising was Fundamental to the Successful Launch of Mr Muscle

Joanna Bamford

Launch of the Mr Muscle range of household cleaning products, 1986-93. Rationale for brand proposition explained (based on qualitative research).
Agency: BMP DDB NeedhamAuthor: Joanna Bamford

The Strength of Mr Puny: how Advertising was Fundamental to the Successful Launch of Mr Muscle

MARKET OPPORTUNITY

In the early 1980s, Bristol Myers was looking for an opportunity to extend its distribution base beyond the outlets dictated by its existing toiletry products. The household cleaning market seemed to offer potential.

Under-exploited and dormant categories

In certain categories within the market, consumer dissatisfaction with product performance was high. Existing players had failed to innovate and, moreover, advertising support was almost non-existent. For example, the two existing types of oven cleaners were...

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