Procter & Gamble's Mr Clean Advertising Icon

            


Details

Case Code : CLMM084
Publication date : 2010
Subject : Marketing Management
Industry : Consumer Packaged Goods
Length : 06 Pages
Price : Rs. 100

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Key words:

Marketing, branding, advertising, advertising icon, advertising mascot, advertising jingle, promotional campaign, ad campaign, brand extension, stereotyping, sexual stereotyping, pop culture, product innovation, licensing program, consumer packaged goods, household cleaner, liquid cleanser market, Mr. Clean, Procter and Gamble, P&G, Tiger Woods

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

Procter and Gamble Company’s Mr. Clean brand had been using the 'Mr. Clean' advertising icon for more than five decades. The cartoon mascot of a muscular tanned bald man with its well-known advertising jingle was a key component of all Mr. Clean ads. With its numerous campaigns, P&G was able to make this icon a part of popular culture.

Issues

  » Branding.
  » Advertising.
  » Brand extension.

Introduction

Mr. Clean, the household cleaner launched by consumer packaged goods giant Procter and Gamble Company in 1958, had, over the years, grown to become an iconic brand...

Questions for Discussion

1. "What an exciting time it is for Mr. Clean - a baby boomer who is transitioning from cleaning floors for fifty years to a rewarding second career operating car washes." Discuss.
2. Discuss the pros and cons of having an advertising icon such as Mr. Clean.

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