Drive a significant lift in brand affinity. 

Make the world fall in love with Mr. Clean again.

Engagement: Drive view through rates beyond 17%

Engagement: Ad recall +20%

Brand Lift: Drive both brand and product interest

Win the Super Bowl through number of impressions, and talk-ability of the brand. 

Come in top 10 of USA Today ad Meter.

Mr. Clean was in quicksand and needed rescuing:

• It sat in the #5 spot in the US Household Cleaning category – an enormous 20 share points behind the category leader, Clorox.
• Swiffer, Febreze and Dawn had clearly established roles in the hearts and minds of Americans… Mr. Clean’s equity was all over the map.
• Mr. Clean was regarded as old fashioned by those who were aware, and generic by those unaware.

We needed people to think of Mr. Clean as the superior, modern brand to clean their entire house. So, we decided to make Mr. Clean as entertaining as the Super Bowl & half time show itself.

In previous findings, Mr. Clean was declared by fans as ‘sexy’ and ‘attractive’. This paired with the insight that cleaning can be sexy, the two were combined to bring an idea to life in a way that would drive brand love for Mr. Clean and his products.

The program was designed in phases. Each with their own part to play in the overall program. 

PHASE 1: PRE-GAME  |  The objective was to drive mass awareness and anticipation of Mr. Clean’s participation at Super Bowl LI. This was done by a heavy media buy that teased the campaign as well as an integrated Amazon strategy driving products for the big game as part of the party 'prep'. 

PHASE 2: GAME DAY  |  In this moment we needed to make  Mr. Clean big and popular by getting people talking about the brand. The film and real time social strategy helped elevate the popularity of the brand. 

PHASE 3: POST-GAME  |  Following the game, we needed to cement Mr. Clean as the modern cleaner for today’s modern cleaner. An in-store campaign was launched and the brand continued e-commerce in Amazon to take advantage of the brand lift in the weeks following the game. 

Teaser designed to drive intrigue about the upcoming Super Bowl campaign.

Drive view through rates for our teaser broke records at 92% and an impressive 24% for the film. (Industry benchmark 20%)

Ad recall scores of 40% were double the original goal.

The brand saw interest increase by 740% and product interest by 674%.

The campaign saw almost 10 billion impressions (higher than Tide, Always and Pantene combined) and was ranked #6 in USA Today Ad meter. 

Mr. Clean was the most talked about brand on Twitter the day following the super bowl.

Coverage on: Ellen, Good Morning America, The View, Jimmy Kimmel, Jimmy Fallon. Conan and more