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Multi-Tasking with Mr. Clean

Multi-Tasking with Mr. Clean. Lisa Shannon Laura Smith Megan Stampke. Mr. Clean & The Current Economy. The products are designed to appeal to shoppers looking for both inexpensive and manageable solutions. Sales dropped 2.11 percent for all-purpose cleaners in 2008.

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Multi-Tasking with Mr. Clean

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  1. Multi-Tasking with Mr. Clean Lisa Shannon Laura Smith Megan Stampke

  2. Mr. Clean & The Current Economy • The products are designed to appeal to shoppers looking for both inexpensive and manageable solutions. • Sales dropped 2.11 percent for all-purpose cleaners in 2008. • Mr. Clean brand manager Shannon Taylor stated: • "When you think of the economy we're in right now, the consumer we're going after does have an [inclination] towards simpler cleaning routines.“

  3. Brand Shifting • Mr. Clean makes a shift towards a more value- oriented message. • Shifting away from the use of the character Mr. Cleanas the emphasis. • Now Mr. Clean is just shown at the end of the commercials • Krista Faron, senior analyst with Mintel said: • "It's a departure from the past when the iconic stature of Mr. Clean might have been enough to draw consumers in...Today's products have to deliver tangible benefits."

  4. Mr. CleanMakes Competitors ‘Cry’ • Feature various second-string cleaners bad-mouthing Proctor & Gambles Mr. Clean from the safety of a supply closet. • The competitors products are flabbergasted by the Mr. clean magic eraser • Michael Collins, creative director of the Mr. Clean brand, says the cheeky humor is meant to loosen up the brand's stiff image, in a departure from the classic old product demonstration ads. • "Rather than hitting women over the head, we wanted to go ahead and delight them and tickle them," he says.

  5. Risks associated with competitive advertising • The ads may have the unintended effect of boosting private label sales. • Examples include Pine Sol, Febreze, etc. • “It might help to sell the all-purpose private label brands, but there’s nothing you can do about that,” said Jack Trout, founder of Trout & Partners adding that consumers can just as easily trade down to store brands to get the job done. • There is always the belief that individual cleaners outperform all-purpose cleaners because they are made for just one purpose.

  6. Sources • http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i6c21c5456af552191eca790a41f69b67 • http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i6c21c5456af55219a281e8583bc770f1 • http://www.brandfreak.com/2009/02/you-have-to-accept-that-youll-never-be-as-awesome-as-mr-clean.html • http://www.youtube.com/watch?v=wbiofcuTZBo • http://www.youtube.com/watch?v=KRHJgbeKZxI • http://www.youtube.com/watch?v=Cr4kmCLuzwY

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