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Top 10 Campaign in Beauty & Cosmetics · October 2026
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Top 10 Campaign
Beauty & Cosmetics · October 2026

Mr Clean’s Dating-App Makeover

PR Campaign
Monday 26th October, 2026

To mark Mr Clean’s 60th anniversary in Italy, Procter & Gamble gave the cleaning mascot a flirtatious new look, with suggestive selfies and cheeky messages for dating apps. The anniversary makeover turns the familiar household character into a playful “perfect partner for the home”.

Why it worked: It hijacked a timely 60th‑anniversary peg with a mascot-to-dating‑app culture clash, delivering ready-made, risqué visuals and copy journalists could embed.

The lesson: Consider reimagining a legacy asset inside a current platform’s format (profiles, swipes, DMs) and supply publishable screenshots and captions.

Mr Clean Procter & Gamble
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Coverage over time

How this story spread across the media

Publication Headline Date
lastampa.it Mr Clean’s sexy makeover: suggestive photos and cheeky messages Monday 26th October, 2026
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