Brands Keep ‘Killing’ Their Mascots. Mr. Clean’s Viral Retirement Shows Why the Tactic Works

The buzzy stunt shows why mascot drama is having a moment.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Illustration: Inc.; Photos: Getty Images

On February 18, Mr. Clean made a dramatic announcement. After 68 long years of smiling with his arms crossed and proudly donning that sparkling gold earring, the iconic mascot said he was hanging up his white shirt. 

The internet was shocked. The news racked up more than 21 million views and thousands of distressed comments on TikTok. “MR. CLEAN WHY NOOOO,” one said. Others said they hoped it was a joke—or that they........

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