Mr. Proper – Talking Surfaces

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its category, and letting the surfaces, rather than a housewife, do the talking.

Mr. Proper – Talking Surfaces

Campaign Title: Talking SurfacesAgency Name: Grey BrusselsClient Name: Procter and GambleBrand Name: Mr. ProperCategory: TELEVISION


This campaign was for the household cleaning brand, Mr. Proper (known as Monsieur Propre in France and Don Limpio in Spain). France and Spain have very different cleaning cultures (due to the predominance of different types of surfaces), and the brand has performed differently in each market, where the competitive context are also different. In spite of these differences, one thing unites both markets: advertising in this sector...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands