Mr. Clean Global for Proctor & Gamble
The global adventures
of a cleaning legend.
For a few years starting in about 2015 I began working on the Mr.Clean brand at Leo Burnett alongside copywriter Mike Cook. We were the creative team overseeing all work across North America, European, SEMEA, and Latin America. It was a journey that helped me learn about what goes into building a brand at this scale. We continually outperformed our targets and helped build up a base of some the most loyal brand enthusiasts in the segment. below is a snapshot of work from that period.
Mr.Cleans persona was the basis for the brands social channels, using them in the same way the average user would with updates from his cleaning adventures and cleanfreak thoughts on what was happening in society. The tone was witty and humorous, some times a little ridiculous, but the brand followers loved it and it had some of the highest engagement in category and established some best in class creative for facebook and twitter at the time.
Beyond the awareness objectives we also managed the ecommerce and performance creative, including the .com, product photography, packaging design (with Chase Design), and surprisingly complicated demonstration assets. Let’s just say it’s hard to make a mess with consumers standards and lawyers involved, and it’s an art in itself.
