Tuesday, March 13, 2007
Mr. Clean finds his feminine side
Was the great-granddaughter of Mr. Clean.”
What does Mr. Clean do in his off time? One can only guess. But based on the latest P&G brand extension, Mr. Clean Multi-Surfaces Liquid Cleaners , he might have been watching Oxygen, HGTV or Lifetime. Because these new products come in five fresh scents that according to the Mr. Clean Web site, “will leave your home and all the items in it clean and smelling great!” The scents are Ultimate Orange, Sparkling Apple, Summer Citrus, Invigorating Breeze and Spring Garden. Think household cleaner meets aromatherapy.
The point of all this? It just goes to show that brands can’t grow by being one-trick ponies anymore.
Another good example of how far you can extend a brand is Newell Rubbermaid's Sharpie® brand . They are in the midst of a brand renaissance, taking what was once a somber permanent black ink marker and raising it to a colorful, cult-like status.