"You want the good buzz, not the bad buzz, said MSL Chief Consumer Brands Officer Nicole Scull, alluding to Planters' ill-fated campaign around the death of mascot Mr. Peanut that included a 2020 Super Bowl spot which, coincidentally, featured Mr. Clean. The effort also comes as brands, especially in the CPG space, are rushing to adopt social-first marketing strategies."
"You've gotta figure out how to make it seem sexy, appealing and talkable for consumers when cleaning is one of those chores most of us try to avoid, Scull said. We wanted to do something as iconic as [Mr. Clean] to launch a bundle that was the biggest thing that P&G had done in a while for this brand."
Procter & Gamble executed a social media campaign featuring Mr. Clean announcing his retirement through an animated press conference and Notes App message, revealing his first name as Veritably. The mascot's social feeds showcased new hobbies including DJing, cooking, and sports. P&G partnered with Zillow to feature a Maui mansion as a retirement home before Mr. Clean unretired on March 4 with new product innovations. The campaign, developed by PGOne and created by MSL, aimed to make cleaning products appealing and talkable on social platforms. This effort reflects broader CPG industry trends toward social-first marketing strategies while learning from previous mascot campaigns that faced mixed results.
Read at www.marketingdive.com
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