Q.1. Case Study

History of Mr. Clean

As depicted in the AMC television cable show MADMEN, the 1950's and 1960's were known as the golden age of advertising. Corporations had been performing an "aggressive use of research and development in the postwar period to devise new and often quite useful consumer products; and the advent of television, which the advertising industry latched onto as a powerful mass-marketingTool" (Schnakenberg, 2000, p.2).

In 1958 the American consumer product giant, Procter & Gamble known as P&G decided to enter a growing "all-purpose cleaner market" infusing the market with its own version, by first approaching a medium-sized Chicago based advertising agency: Tatham-Laird. The shop's creative director, Tom Cadden, was asked to come up with a brand name and a song, known in theadvertising business as a

jingle. These are typical tools used by advertising agencies to create messages for mass media in the

1950's and 60's. In 1958 P&G launched "the product and the character (that) were unveiled to American consumers as Mr. Clean". This brand name and advertising were designed to appeal to the target market of "married women who did not work outside the home" as it was discovered in research that "most husbands at the time rarely performed household chores" (Schnakenberg, 2000).

Richard Schnakenberg who wrote about Mr. Clean in the Encyclopaedia of Major Marketing Campaigns, observed that towards the end of the 1990s the Mr. Clean brand was used by "8.5 million households in the United States alone" and was distributed in 18 nation states. The brand character was recognized by other brand names where sold around the world; Mr. Propre (Germany, Austria, Switzerland, France, and Belgium); Maestro Lindo (Italy and Greece); Maestro Limpio (Mexico); Don Limpio (Spain and Portugal); and M. Net (French speaking Canada).

Discuss the brand personality that Marlboro tried to create by creating the 'Marlboro Man.' Discuss the personality in terms of gender roles and also how does the concept of self-image congruence model apply to this.

During the 1950's, research was performed on American housewives by P&G for the creation of an allpurpose household cleanser, and it was decided to position the household cleaner "as the perfect helper for harried homemakers." To project this strategy it was decided to construct a linguistic solution by creating a name for the product, so the advertising agency studied mid century popular culture and

noticed the widespread "Mister" trend.

Watch the advertisement available at the link:https://www.youtube.com/watch?v=lBUMw3t6rIQ. Also watch - https://www.youtube.com/watch?v=UcWVUTvXOt8&t=7s. Besides these, examine other ads from 1950s - Present of the Mr. Clean brand and make a brand personality profile of the brand using Aaker's brand personality dimensions. Which archetypes' characteristics does the brand represent according to the 'Brand Asset Valuator Archetypes.

Concept: It should clearly connect with the concepts.

Relevant example: The novelty of the example and its relevance to the question is very important.

Overall structure To the point answer that provides a clear answer in an understandable manner.

Q.2. Also discuss the brand personality in terms of gender roles. What is the brand trying to do with respect to gender stereotypes?

Concept: It should clearly connect with the concepts.

Relevant example: The novelty of the example and its relevance to the question is very important.

Overall structure To the point answer that provides a clear answer in an understandable manner.