Adweek reported the retirement of Mr. Clean was a campaign stunt after all.
Just goes to show that despite accusations of ageism in Adland, Old White Guys rule—and the Whiter, the better.
Mr. Clean Returns From Retirement After Just 2 Weeks With a Product Glow-Up
The P&G brand is the latest to ‘kill off’ and resurrect a mascot.
By Brittaney Kiefer
Mr. Clean recently sent the internet into meltdown when he announced his retirement as the eponymous mascot of Procter & Gamble’s cleaning supplies brand after 68 years.
But the bald, buff character couldn’t stay idle for long. Today (March 4), after just two weeks in retirement, Mr. Clean is back to usher in a new era for the brand.
Mr. Clean’s return introduces a major product overhaul, including the biggest upgrade to the Magic Eraser in 20 years, a new shower and tub scrubber, and new scents for the multi-purpose cleaner lineup.
A film revealing the mascot’s comeback rolled out on Mr. Clean’s social channels. The brand is also hosting an “unretirement” event in New York City, where media and creators can see product demos.
“I’m proud to share that I’m back,” Mr. Clean said in a statement. “I tried to stay retired, but the ideas got too big. The magic of cleaning called me back.”
The departure and subsequent return of the larger-than-life cleaning icon, who made his TV debut in 1958, came to life through a social campaign created by PGOne, Publicis Groupe’s bespoke unit for P&G, and led by PR and communications agency MSL.
Mr. Clean announced his retirement on Instagram and TikTok on Feb. 18, with a video in which he wears a Hawaiian shirt and stands behind a lectern at a faux press conference. He later shared a screenshot from his iPhone’s Notes app, confirming that “the rumors are true” about him stepping out of the limelight.
“I’m saying goodbye to the world of cleaning in pursuit of new hobbies,” he wrote, signing the note “Veritably,” his first name.
Mr. Clean’s retirement garnered headlines in outlets including The New York Times, Forbes, USA Today, and E! News. A P&G spokesperson said at the time that the brand wouldn’t be changing its packaging, hinting that the figure’s exit might only be temporary.
In his two weeks out of work, Mr. Clean posted about how he was keeping busy, like training for a marathon and doing crossword puzzles. His new hobbies sparked inspiration for the brand’s latest product innovation.
In a partnership with Zillow, the brand created a listing for Mr. Clean’s four-bedroom Maui retirement pad, now that he’ll no longer need it.
Brand mascots keep ‘dying’ and coming back
Mr. Clean is just the latest brand to temporarily retire their mascot.
Last year, language learning app Duolingo killed off its green owl Duo via a collision with a Tesla Cybertruck. Just a week later, Duo was resurrected.
And in 2020, Planters’ Mr. Peanut supposedly met his end in an explosion of his vehicle, the NutMobile. He was later reborn in a Super Bowl commercial as Baby Nut, proving that reincarnation is real, at least in the world of brand mascots.
These mascot antics are part of a trend of brands developing their characters as social media personalities who can appeal to younger audiences.
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