P&G'S Mr. Clean strips off in Paris

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PARIS--Procter & Gamble Co.'s marketing icon Mr. Clean will bare his chest for the first time in a new poster ad set to hit French outdoor boards in March.

The ad, launched to coincide with International Women's Day on March 8,is the second in a series of topical spots prepared by Grey Advertising,Paris, to liven up P&G's brand marketing.

The new ad shows a shirtless, muscle-bound Mr. Clean against a bright yellow background under the slogan: "There's nothing like a man who offers you his body."

The first ad in the new topical campaign saw Mr. Clean, or Mr. Propre as he's known here, wishing French consumers a Happy Valentine's Day. The pink poster showed Mr. Clean holding a heart-shaped sponge under the slogan: "His only love is your interior."

Sources at Grey say the new ads bring Mr. Clean "closer to consumers" by talking to them about current events while steering clear of actually communicating about the brand.

P&G first experimented with the topical approach during the 1998 football World Cup held in France, when Mr. Clean appeared in a soccer-themedad. The approach was successfully used a second time last August in a spotthat made reference to the full eclipse that crossed much of Europe.

The new topical ads are scheduled to continue throughout the year, at a rate of one per-month, but are currently limited to France.

Copyright February 2000, Crain Communications Inc.

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