Mr. Clean Out of Retirement With Big Ideas, Magic

CINCINNATI -- Mr. Clean is coming out of retirement, newly inspired, freshly energized, and ready to reveal the biggest innovation of his legendary career.

“Legacies last forever, and Mr. Clean’s was nowhere near finished," said Dave Landers, Vice President, North America Surface Care, Procter & Gamble. “We’re thrilled he’s back, because there’s a whole lot of magic in the new product lineup and there is no one we’d rather partner with than the legend himself.”

During his retirement, Mr. Clean competed in athletic events, pampered himself in the bathroom, and strolled beaches like a man on a mission. Every one of those hobbies sparked inspiration for something big: tougher Magic Erasers, a better way to clean showers and tubs, and a lineup of scents that smell like he bottled his beach vacations.

“Today, I’m proud to share that I’m back,” said Mr. Clean, the larger‑than‑life cleaning icon. “I tried to stay retired, but the ideas got too big. The magic of cleaning called me back.”

The Mr. Clean innovation includes: the biggest upgrade to Magic Eraser in 20 years, the new Shower & Tub Scrubber, and new scents for the Multi-Purpose Cleaner line-up.

The Mr. Clean Shower & Tub Foaming Magic Erasers use the cleaning power of Dawn and last 5X longer when attached to the Shower & Tub Scrubber (versus Mr. Clean Shower & Tub Foaming Magic Eraser alone).

Over the years, Mr. Clean scientists have continuously refined Magic Erasers to align with real-world cleaning habits and help consumers overcome their toughest cleaning challenges. The new Shower & Tub Scrubber represents the brand’s most advanced bathroom innovation to date.

Its 360-degree pivoting head allows users to effortlessly cut through soap scum and grime – even in hard-to-reach areas – leaving buildup with nowhere to hide.

“We conducted extensive focus groups and surveys to better understand how consumers clean,” said Morgan Eberhard, Mr. Clean Principal Scientist, Procter & Gamble. “Even after production, we continue testing and refining to ensure our innovations truly meet consumers’ needs. This process draws on more than 20 years of consumer research, including insights gathered as recently as last year, which directly informed the final

Performance was validated through testing across a wide range of surfaces and mess types, including but not limited to:

• Bathroom
• Shower glass, showerhead
• Bathtub, Bathtub drains
• Shower doors
• Tile grout
• Stovetops, oven interior, cabinet top
• Pots and pans
• Microwaves and kitchen sinks
• Fridge interiors
• Patio furniture
• Car interiors
• Marks and scuff around the house (i.e. walls, doors, baseboards, cabinets)
• Shoes
• Toys

Find out the types of messes Mr. Clean Magic Erasers can clean at www.mrclean.com/en-us/messes.