Mr. Clean: Legendary campaign

This case study demonstrates how Mr. Clean, the cleaning brand, built its personality via social media to convince North Americans that the brand icon represented expert cleaning.

Mr. Clean: Legendary campaign

Leo Burnett

Situation analysis

Overall assessment

Please, not another product demo

The household cleaning products category is flooded with literally hundreds of variants, and brands within the category have fallen prey to overuse of classic category techniques like product demos, creating a sea of sameness in the consumer's mind. People find that one product demonstration blends into the next.

Within this morass of claims and demos, Mr. Clean faced a particular challenge. As a product, it wasn't the newest or the least expensive, so it needed a different point-of-view that could separate it from the pack....

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