Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branding
• Advertising
• and Brand extension.

Keywords

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