packaged goods

P&G Revamps Mr. Clean For A New Generation

Starting today, a refreshed, modernized version of the classic “Mr. Clean” jingle will hit national television and appear online.

The campaign for the Procter & Gamble product is targeting Millennial households with an ear-catching jingle that closely resembles the original version but with a few changes in the lyrics and the addition of a Spanish version.

“The jingle is our way to talk about home cleaning that’s rooted in brand identity and heritage, while also being based on consumer behavior so it's memorable for all,” Kevin Wenzel, associate brand director, N.A. Surface Care, P&G, tells Marketing Daily.

“It launched Mr. Clean back in 1959 under a benefit strategy, an all-purpose cleaner that could clean everything around the house. Some of the lyrics have changed to reflect the brand’s broader product offering.”

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With his muscular build, bald head, blindingly white shirt and gold hoop earring, Mr. Clean has been the face of cleaning for nearly 60 years. Now, he plays guitar and high fives, and he appears with a diverse group of people, including men who, presumably, need to clean. In the :30 version, there is a nod to the original cartoon character from the '50s with the kerchief-wearing housewife.

The revamped image and song are the product of a “creative canvas” exercise started under Marc Pritchard, chief brand officer at P&G. Wenzel says Pritchard has “encourage brands to return to their roots and find powerful creative that can transcend generations. 

“Often, our most iconic assets are those that we have used over time -- and there’s no brand richer with heritage and iconic assets than Mr. Clean. But we also discovered that there is something magical in the jingle itself. We recognized that there was a uniquely ownable and relatable campaign in the jingle that could span generations, so we explored modernizing it.” 

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