Mr. Clean Grabs Spot in 'Everything Shower' Routine
Procter & Gamble's Mr. Clean brand is continuing a brand refresh that began in the spring with an effort that positions its Shower & Tub Scrubber Starter Kit as part of consumers' self-care routine.
To drive awareness and engagement for beauty consumers, billboards in New York began touting the program in June. With a message of the product being "the final step in a truly complete Everything Shower routine," the company wants to remind shoppers to pamper their surroundings after pampering themselves.
Other media in the city also aligns with Mr. Clean's new beauty-inspired mission.
"Self-care is about more than beauty products. It's about feeling comfortable in the space you're in every day," Connor Nickell, Mr. Clean brand director, said in a news release. "The Everything Shower trend highlights just how central the bathroom has become to beauty, reset and routine. … Your space can feel just as refreshed as you do after your self-care ritual."
Consumers can scan the QR code on the billboards or visit the brand's dedicated website to receive limited free Everything Shower kits. The offer is available from June 15 through June 24.
Messaging tells consumers about the scrubber's 360-degree pivoting head, built-in squeegee and sturdy grip handle. The effort further highlights a value proposition for shoppers, communicating that the scrubber enhances the brand's Magic Eraser product when paired together, helping the latter last five times longer when attached.
The Mr. Clean Shower & Tub Scrubber and Magic Eraser are currently available at major retailers on dedicated displays in stores and on shelves highlighting the bundles, as well as on retailer websites.
Social media efforts extend to the brand's TikTok and Instagram pages, offering consumer tips for its cleaning products, as well as updates on future innovations and offerings.
