Developed in 1957 by Tatham-Laird & Kudner, Mr. Clean is iconically clean in appearance -- glistening bald head, stark white T-shirt, clean-shaven face. That all changed this past November when P&G gave Mr. Clean a literal facelift and aligned its brand mascot with Movember, the men's health fundraiser and awareness campaign.
Over the course of the testosterone-fueled month, Mr. Clean sported a variety of different staches with the thickness and style being dictated in accordance with the number of "likes" the brand page received on Facebook. The campaign was tracked on the Facebook page via a "Moustache O' Meter," with Mr. Clean encouraging brand followers to donate funds to help his team of "Mo Bros" raise money to support awareness and treatment for prostate cancer and other men's health initiatives.
The campaign perfectly encapsulated the spirit of Movember -- a hip, irreverent celebration of manliness rooted in a cause -- while helping the brand refine its online voice and connect with an entirely new consumer segment. In accordance with the brand's Movember participation, Mr. Clean has developed a fun, youth-relevant personality that is helping to make Mr. Clean as much a part of the age 18-34 world as it is the age 35-54, head-of-household audience.
Leveraging social channels to breathe new life into the brand, and specifically tying Mr. Clean's upper lip to Facebook, was a big win. By aligning the status of his stache to the brand's Facebook "likes," P&G uncovered an easy mechanism for the brand to grow its fanbase while providing a built-in reason to motivate sharing among friends and family. The only element missing was an associated donation on behalf of the brand for each additional follower gained during the month. Hopefully that's coming this November -- along with a beautiful handlebar moustache.