Mr. Clean, “the man,” had been America’s face of all-purpose cleaning for 68 years. But the brand’s “Magic Eraser” cleaning tools were so powerful, households were waiting to use them only for their toughest messes.

So instead of touting our product, we took away our mascot. We leveraged a workplace truth: 67 is the age of “full retirement.” With Mr. Clean just crossing that milestone, he called a press conference for his surprise announcement owning the feeds, headlines, and algorithms. 

But it’s not enough to step away…you have to make them want you back. So we created an entire ecosystem of content showing Mr. Clean finding meaning beyond the cleaning. Only after the public demanded his return did Mr. Clean unveil the greatest Magic Eraser innovations in 20 years.