P&G relaunches Pasteur-approved Mr. Clean

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PARIS--Procter & Gamble Co. has relaunched an anti-bacterial version of its top-selling Mr. Clean brand that now bears a mark of approval from France's world-renowned Pasteur Institute.

The relaunch, through Mr. Clean's agency Grey Advertising, Paris, marks the first time that P&G has used a Pasteur Institute endorsement in product advertising. The Pasteur Institute, famous for developing the polio vaccine among other scientific discoveries, agreed last August to work with P&G for five years on research projects aimed at improving the safety of cleansers, detergents and other products, as well as collaborate on the creation of new products.

The new Mr. Clean, launched this summer and now relaunched with the Pasteur Institute "seal of approval," is billed as the first cleaning product capable of cleaning and disinfecting a surface while keeping it free of dangerous bacteria such as salmonella for up to 24 hours after its first application. The Pasteur Institute's tests confirmed P&G's marketing assertions.

A Pasteur Institute "seal of approval" figures prominently on new Mr. Clean product packages, which are hitting French store shelves. Similarly, the Institute's scientists declare in a nationally broad-cast 10-second TV spot launched in mid-October that the new Mr. Clean was "tested with success" in its Paris laboratories.

The new public-private partnership aims to benefit both parties. P&Gofficials say the Pasteur Institute's endorsement is an invaluable tool in the company's efforts to win consumer confidence, while officials from the research body say the R&D cooperation with P&G will lead to increased visibility before the French and international public.

Copyright October 1999, Crain Communications Inc.

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