Mr. Clean
How we helped the brand become Procter's Worldwide Turnaround of the Year
How we helped the brand become Procter's Worldwide Turnaround of the Year
Mr. Clean is one of the world's most recognized icons. Unfortunately, this didn't translate into sales. The brand was in decline, and there were rumors of a sale.
We were called in to marry the brand's incredible equity with modern-day relevance. It was a two-year journey that culminated in Mr. Clean winning Procter & Gamble's Worldwide Turnaround award.
Other teams had equated relevance with technology, creating a computerized Mr. Clean devoid of the original's charm. We immediately went back to the original icon - our goal was to juxtapose the classic with the new.
There were many projects involved in this turnaround - the launch of new scents and formulas, the launch of Magic Eraser... and the inception of Mr. Clean Autodry, which I'm highlighting here.
This product, and its multimedia inaugural campaign, was developed in a Procter skunkworks. For the first time ever, Mr. Clean would venture out of the kitchen and into the garage. This meant tapping new insights, using new media, pushing the icon into new areas.
The campaign launched with the TV spot you see here (a contender for Procter's Superbowl ad buy that year) and print ads.
Just as important, however, was the social aspect of the launch. Small town fire departments were given free Autodrys - in exchange for telling local dads and sons the secret behind their shiny fire engines. Mr. Clean became a fixture at Nascar, and we invented a contest to show that shiny cars drove faster. The list went on and on.
The launch was a resounding success. And another pillar in the rebuilding of this great brand.
We were called in to marry the brand's incredible equity with modern-day relevance. It was a two-year journey that culminated in Mr. Clean winning Procter & Gamble's Worldwide Turnaround award.
Other teams had equated relevance with technology, creating a computerized Mr. Clean devoid of the original's charm. We immediately went back to the original icon - our goal was to juxtapose the classic with the new.
There were many projects involved in this turnaround - the launch of new scents and formulas, the launch of Magic Eraser... and the inception of Mr. Clean Autodry, which I'm highlighting here.
This product, and its multimedia inaugural campaign, was developed in a Procter skunkworks. For the first time ever, Mr. Clean would venture out of the kitchen and into the garage. This meant tapping new insights, using new media, pushing the icon into new areas.
The campaign launched with the TV spot you see here (a contender for Procter's Superbowl ad buy that year) and print ads.
Just as important, however, was the social aspect of the launch. Small town fire departments were given free Autodrys - in exchange for telling local dads and sons the secret behind their shiny fire engines. Mr. Clean became a fixture at Nascar, and we invented a contest to show that shiny cars drove faster. The list went on and on.
The launch was a resounding success. And another pillar in the rebuilding of this great brand.
