Mr. Clean, the undisputed winner of the Super Bowl

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.

Campaign details

Brand: Mr. CleanAgency: Citizen Relations

Summary

'Make it sexy!' - Traditionally, a directive like this is given to agencies representing technology or fashion brands. Not a cleaning brand. However, when Mr. Clean got a chance for a Super Bowl ad, the agency team gave Mr. Clean an opportunity to make chores something men would be eager to do.

Using the ad's creative from Leo Burnett Toronto (advertising), Citizen Relations (PR) used a strategically timed earned campaign and the concept of 'choreplay' to put cleaning back on the 'to do' list of many Americans and Mr....

WARC subscribers can sign in to keep reading

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