How do you convince women to pick up an aging bald man?
Although he had been in our homes since 1957, Mr. Clean’s significance as a brand icon had diminished over time. Co-brands and endorsements had come to dominate the brand's packaging, leading us to wonder what happened to the “Mr.” in Mr. Clean?
In a category that can be chaotic and unpleasant to shop, it was time to bring a friendly face back to the aisle. By leveraging a clean and bold graphic language and using co-brands as supporting assets, we created a packaging system that is easy to navigate and stands out at shelf.
The connection between Mr. Clean and his popular sub brand has never been stronger as he proudly displays each Magic Eraser. A consistent layout creates a strong brand block while the multi-color strategy promotes consumer trial of different variants.
As we expanded the VIS for Mr Clean to global markets, we worked to balance a consistent brand impression and design language with enough flexibility to adapt to the needs of each region.