The brand was also awarded with Gold for Brand Transformation. This category honors exceptional campaigns that break the standard lifecycle trajectory or overcome sales decline by reinventing their brand image, creating new cultural relevance or driving growth in an unexpected direction.
Their key to success? Research that identified what worked and did not work in the past and intersecting it with a refreshed understanding of the roles and responsibilities of today’s modern American household. This led to uncovering a surprising connection between sex and cleaning, more specifically, to the insight that “there’s nothing sexier than a man who cleans” which inspired the idea “Mr. Clean® is the cleaner of your dreams”.
In execution, the campaign struck the right balance between using the Mr. Clean® icon as entertainment and establishing the brand’s superior cleaning credentials.
The :30 spot, by Leo Burnett Toronto, shows a woman attracted to Mr. Clean, who takes over all household chores and then morphs into her husband, who has been doing the work. This mixture of humor and understanding of the target creates a message that had bread appeal beyond their primary audience.
As a result, the campaign drove sales across 82% of Mr. Clean®’s overall portfolio and returned the brand into the minds, hearts and homes of today’s modern cleaners.