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 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.