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, the brand's equity became more about the character's life, and lacked a compelling emotional and functional difference that would justify its higher price tag. As a result, the business had been in decline for years.

What was broken: Mr. Clean became just a pretty face – he had charm, but lacked substance.