Mr. Clean celebrates 50 years as the other man

Mr. Clean is celebrating 50 years of helping to keep Canadian homes clean. To mark the occasion Procter & Gamble enlisted the help of Canadian agency Extreme Group to help bring to life the special relationship Canadians have with this iconic brand.

“We’re excited to achieve this significant milestone for Mr. Clean,” says Trevor Thrun, Manager of P&G’s Home Care division. “”We wanted to celebrate fifty years of innovation, helping to keep Canadian homes clean and to thank our consumers for their continued loyalty”.

Through research, Extreme discovered that women talk about Mr. Clean in a fun and somewhat cheeky way. The creative concept, “The other man since 1959”, was developed from this insight and gained through conversations with consumers as well as social media and networking groups.

“At every turn, we saw fantastic demonstrations of consumers engaging with the Mr. Clean brand,” says Shawn King, Creative Director of Extreme Group. “Women in particular are in love with the idea of Mr. Clean. And after 50 years, we want to acknowledge the special relationship that he has had with them. We feel that having some fun with that idea is a great way to remind people how long Mr. Clean has been in their lives,” says King.

The fact that Mr. Clean was voted one of the sexiest men alive in 1998’s People Magazine is perhaps the most obvious demonstration of his appeal, not to mention his iconic status symbolized by his white attire, shiny bald head, folded arms and trademark wink.

The campaign will include print advertisements supporting the various Mr. Clean products in several Canadian magazines, such as Style at Home, Canadian Family, Readers Digest and Hello! The advertisements will run from March to May. Extreme Group has also made the Mr. Clean 50th logo design and “the other man” website: www.theotherman.ca. Other creative executions include: on-site display units, coupons, a BrandSAVER advertisement and a template for retail flyers