To celebrate 50 years in Canada, Mr. Clean is flexing some muscle with tongue-in-cheek print ads from the Extreme Group.
Four half-page print ads play on the idea that Mr. Clean has been “The other man since 1959.” The concept not only pays tribute to the efficacy of the product, but also to the icon that women refer to as the “other man in their life,” said Mike Bevacqua, account director, Extreme Group.
The agency was inspired by discussion posts praising Procter & Gamble’s iconic household cleaning brand on social media and networking sites, said Bevacqua.
The playful headlines for the ads read: “Good men aren’t hard to find. Just look in the cleaning aisle,” “Strong, clean and performs well under pressure,” “A friend with fresh-scented benefits,” and “A relationship built on stubborn stains and routine cleaning tasks.”
“We found that women had a very interesting relationship over the past 50 years with him,” said Extreme Group’s CEO, Paul LeBlanc. “It wasn’t like any other commodity product that was out there. They really had an emotional and even a romantic connection with Mr. Clean.”
Instantly recognizable with his white attire, shiny bald head, folded arms and trademark wink, Mr. Clean was voted one of the sexiest men alive by People Magazine in 1998.
The ads are running in publications like Canadian Family, Reader’s Digest and Hello.
The effort from the agency’s Toronto office also includes a new logo, online display units, coupons, a BrandSaver advertisement, retail flyers and the website TheOtherMan.ca.
A product line up, tips and uses, as well as the Extra Clean, Extra Cash sweepstakes, can be found on the site.
Consumers who visit the site can enter for the chance to win $3,000. The contest closes April 5.
“We’re excited to achieve this significant milestone for Mr. Clean,” Trevor Thrun, manager of P&G’s home care division, said in a release. “We wanted to celebrate 50 years of innovation, helping to keep Canadian homes clean and to thank our consumers for their continued loyalty.”
The campaign wraps up in May. Starcom MediaVest handled the buy.
