MR. CLEAN

REINVENTING A LEGEND

Insight & Strategy:

The crowded household cleaning products category had become homogenized, with one product demonstration blending into the next. Product messages had become ineffective. However, on Mr. Clean’s Facebook page, there was a surprising affection as fans had started personifying him, talking about Mr. Clean as a guy. So the page adopted his voice, and quickly grew to 500,000 fans with one of the highest engagement ratios of all P&G brands on Facebook, giving it a cultural relevance Mr. Clean hadn’t seen in over a decade.

This led to the insight that consumers had an emotional attachment to the Mr. Clean character that wasn’t being reciprocated in mainstream brand communication. A complete restage of the brand put the character front and centre as an icon of clean who had dedicated his life to helping people clean faster and easier.

Execution:

Mr. Clean was relaunched in mass media with the story of how he came to be the king of clean in an 80-second spot running in cinemas and online, with a 60-second version on TV. The launch spot was accompanied by billboards, print and online media. While OOH made Mr. Clean larger than life, social showcased the man behind the myth to deepen women’s connection with the icon through real-time, reactive content. When someone reached out to Mr. Clean on Facebook or Twitter, they got a response from Mr. Clean himself. As the campaign gained traction in North America, the creative platform was rolled out in Europe.

Results:

Nine months into the campaign, Mr. Clean achieved record-high dollar share in North America with volume and value increases of 6% and 5%. The campaign achieved 6.5 million YouTube views and has been adopted by 10 European markets.

AWARDS:

Cassies - Gold, Packaged Goods, 2015

Cassies -Canadian Success On The Global Stage, Gold, 2015

Launch spot

Case Study

Caution Signs

Wall decal

TVO "SMART KIDS"

TVO is a public broadcaster that needed to raise funding for their educational children’s programming. So we created an integrated campaign featuring dozens of unique characters to show people how endless the possibilities are when kids get the right educational fundamentals. Anchored by a website featuring a unique donation interface, the campaign was supported by digital, television, press, and posters that drove people to the site to donate.

For TV, we interviewed real kids and asked them what they wanted to be when they grow up. Then we used their actual voices to help bring our illustrated characters to life.

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AWARDS:

Applied Arts - Craft Illustration, Series, 2013

Marketing Awards - Bronze, Public Service Film Campaign, 2013

ADCC - Silver, Interactive Media, Non-Profit/Public Service, 2013

ADCC - Merit, Public Service Ad, Campaign, 2013

ADCC - Merit, Illustration, 2013

Case Study

"Vet"

"Doctor"

"Pilot"

"Astronaut"

WEBSITE

We created an interface where the more someone donated, the more completed their illustrated character got. Which meant a smarter looking character they had to share on Facebook, Twitter or Pinterest

Dozens of unique illustrated characters were added to the growing roster of professions on the site.

SOCIAL

In social media, we opened discussions with thought provoking questions to engage fans and drive them to the site.

BANNERS

People could engage with our online media by moving the donation level up. When they did, the character became more outfitted. Clicking on the banner directly linked people to the same character on the website’s donation page.

MR. CLEAN, SUPER BOWL

CAMPAIGN

__________

AWARDS:

ARF David Ogilvy Awards - Grand Winner, 2018

ARF David Ogilvy Awards - Brand Transformation, Gold, 2018

Shopper Innovation Awards - Gold, Made a splash! Seasonal/Event Success

Promo Awards - Bronze, Best Brand Building Campaign 2018

"Cleaner of Your Dreams" Extended Cut

Case study, Mr. Clean wins the Super Bowl

BOUNCE, SHEETS

FIGHT NETWORK

TV

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AWARDS:

Cannes - Gold Lion, Campaign, 2007

The One Show -Merit, "Parking Lot", "Construction", "Bus Stop", 2008

The One Show - Merit, "Construction", 2008

Bessies - Best of Show, Campaign, 2007

Bessies - Gold, Campaign, 2007

Bessies - Gold, Single "Parking Lot", 2007

Bessies - Craft Award for Copywriting, 2007

ADCC - Silver, "Parking Lot", 2007

Marketing Awards - Silver, "Parking Lot", 2008

Marketing Awards - Silver, "Construction", 2008

Marketing Awards - Bronze, "Bus Stop", 2008

Clio Awards - Bronze, "Construction", 2008

"Parking Lot

"Dog Walker"

"Construction"

BOUNCE, DRYER BAR

"Charlie"

Mr. Clean, Jingle

TV

At over 60 years old, the Mr. Clean jingle is one of the most enduring earwigs in advertising history. But, with lyrics encouraging people to use Mr. Clean on their white side-wall tires, diamond rings, laundry and dogs, amongst other things, it needed an update.

So, how do you update an iconic jingle for a new generation without alienating fans? Watch and find out.