Mr. Clean Case Study

Celebrating his 50th Anniversary in 2008, Mr. Clean is one of America’s best-known and top-selling brands in household cleaning. Mr. Clean is also one of the most successful brand extension programs with licensed products exceeding over $200 million in retail sales.  Nancy Bailey & Associates, Inc. initiated a brand extension licensing program in 2000 to leverage the brand's powerful cleaning equity into a variety of cleaning products that makes any household cleaning task easier.

Four high-quality licensees, leaders in their respective categories, have developed and marketed over 70 innovative Mr. Clean branded products, bringing extraordinary value to the Mr. Clean brand and to Procter & Gamble:

• Creates over 2.5 billion product impressions and 12.6 consumer impressions through advertising, packaging, merchandising and promotional efforts. 
• Generates millions of dollars in royalty revenue
• Increases merchandising of core Mr. Clean all-purpose cleaner
• Offers retailers a higher retail margin
• Drives traffic across store aisles
• Provides unique in-store branded merchandising opportunities valued by retailers

The U.S. licensing program was extended into Western Europe using the appropriate international Mr. Clean icons, Mr. Proper, Maesto Lindo, and Mr. Propere.

Mr. Clean, the Mr. Clean icon and accompanying artwork are trademarks of The Procter & Gamble Company.