Brands Keep ‘Killing’ Their Mascots. Mr. Clean’s Viral Retirement Shows Why the Tactic Works |
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 suspected it was a marketing stunt. “I’m getting flashbacks to when they ‘killed’ Mr Peanut,” a Reddit user wrote.
But Mr. Clean’s retirement didn’t last long. Just two weeks later, the Procter & Gamble-owned cleaning supply brand announced on social media that its mascot was stepping back into the spotlight—and bringing several new products inspired by his time off with him.
“I tried to stay retired, but the ideas got too big,” he reportedly said in a statement, according to a press release by the brand. “The magic of cleaning called me back.” TikTok users rejoiced at the news.
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Mr. Clean’s retirement-inspired product launch includes a reinforced Magic Eraser design—which the brand calls “the biggest upgrade to Magic Eraser in 20 years”— a shower and tub scrubber, and an extension of its multi-purpose cleaner line.
Created by a Chicago advertising executive in 1957, Mr. Clean has been around decades longer than trendy mascots like soap brand Dr. Squatch’s and McDonald’s Grimace. He’s far from the first to make a dramatic announcement, though. Over a year ago, Duolingo killed its green owl mascot Duo, then brought him back to life two weeks later.
“We really liked Dead Duo because there was more lore, more narrative, more story we could tell about that,” Zaria Parvez, Duolingo’s former senior social media manager, told Fast Company about the stunt. Other companies seemed to see the same benefits, because after Duo’s death went viral online, coconut water brand Vita Coco and Dr. Squatch jokingly followed suit by announcing the untimely deaths—and eventual comebacks—of their own mascots.
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