Mr. Clean recently sent the internet into meltdown when he announced his retirement as the eponymous mascot of Procter & Gamble’s cleaning supplies brand after 68 years.
But the bald, buff character couldn’t stay idle for long. Today (March 4), after just two weeks in retirement, Mr. Clean is back to usher in a new era for the brand.
Mr. Clean’s return introduces a major product overhaul, including the biggest upgrade to the Magic Eraser in 20 years, a new shower and tub scrubber, and new scents for the multi-purpose cleaner lineup.
A film revealing the mascot’s comeback rolled out on Mr. Clean’s social channels. The brand is also hosting an “unretirement” event in New York City, where media and creators can see product demos.
“I’m proud to share that I’m back,” Mr. Clean said in a statement. “I tried to stay retired, but the ideas got too big. The magic of cleaning called me back.”
The departure and subsequent return of the larger-than-life cleaning icon, who made his TV debut in 1958, came to life through a social campaign created by PGOne, Publicis Groupe’s bespoke unit for P&G, and led by PR and communications agency MSL.
Mr. Clean announced his retirement on Instagram and TikTok on Feb. 18, with a video in which he wears a Hawaiian shirt and stands behind a lectern at a faux press conference. He later shared a screenshot from his iPhone’s Notes app, confirming that “the rumors are true” about him stepping out of the limelight.
