In a category loaded with home-cleaning options, The Maids chose to partner with Mr. Clean to set themselves apart from their locally owned competitors. The next step—and our challenge—was to introduce this partnership and find the best way to integrate Mr. Clean into the brand, striking just the right balance of his power and The Maids’ expertise.
Research showed that the perception of the brand improved when linked with the iconic image of Mr. Clean. We also knew that consumers were intrigued by The Maids’ unique 22-step cleaning process and the fact that they send a full team of professionals to your home every time they clean.
By making Mr. Clean an integral part of The Maids cleaning team, instead of just a bystander or supervisor, we added power and a confident attitude to the brand. The clean, polished, upscale look was chosen to appeal to our higher-income target — who is willing to pay a premium for expert-level clean.
From video to print to direct mail to online, every touchpoint in this campaign featured an illustrated Mr. Clean working alongside lifestyle photography of The Maids team members, joining forces to eliminate dirt, dust, and grime throughout a home. The upscale, clean, and simple look featured a primarily white environment to highlight the blue and yellow brand colors.
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