Mr. Clean Liquid Muscle

The Sexiest Cleaner Alive

To coincide with a media buy in People Magazine’s 2014 ‘sexiest man alive’ edition, we created a micro campaign to remind people that when it comes to cleaning, there’s only one man when it comes to sexiest. We created a ‘cheeky’ print ad for his new Liquid Muscle cleaner, as well as a limited run of special ‘sexy’ bottles that we polled fans on Twitter with, and a steamy OLV that would mop up any wet floor out there.

As we were preparing to launch, Kim Kardashian famously broke the internet with her cover for paper magazine. We saw an opportunity to engage the trending topic with a parody post of the cover, and move up our video and twitter content to support our own internet breaking content to ride the wave.

The video on Facebook was the most viewed in P&G history on the platform, racking up over 4.5 million views in a few short hours, and over 26 thousand Likes, as well as 2.6 million earned media impressions in the US the first week.

Leo Burnett Toronto
AD: Mike Sheehan CW: Mike Cook