Gareth Kay, planning director at Modernista!, posted his feedback on the last assignment of the Account Planning School of the Web. There were 6 entries discussing Mr. Clean and Gareth has taken the time give useful critique to all. Brett and Hayley were named winners.

Here is my entry:

  

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And here is Gareth’s feedback:

Visually I think this is the best presentation and kept my interest levels up – good way of showing competitive clutter, etc.  I like the implicit call for brand humility.  But here I had a real problem in understanding your recommendation – I see the issues you raise but don’t get a sense of what the recommendation is.  What are the things you would recommend the brand to do? Just saying make better product is not the answer.  Some seeds here, but I would have loved to have seen the flower.

Yeah, when I put the finishing touches I pretty much knew this was not complete. I guess it is a limit of the format: 10 slides without any written coming with it. You just can not add everything that swings between the lines.

The recommendation really is that Mr. Clean should try become part of the process of cleaning. Right now, people spend more time with brooms, buckets, cleaning cloth than any cleaning detergent. The P&G Swiffers of the world come with those special brooms, while Mr. Clean just handed out a license to a broommaker in the US to produce Mr. Clean branded cleaning utensils. So you see what caught my attention.

I figured that a „New Formular!“ would not really help. But a brand that would start saying „We work to improve cleaning!“ and does everything to relieve us of the nuissance would have impact. Instead of that magical thing out of the bottle that never cleans like on TV, Mr. Clean should become a strong, physical support. Does that make sense?

Thanks very much to Gareth for taking the time.