Thursday, September 27

Mr. Clean Car Wash

Yesterday I commented on Tide expanding its brand into Dry Cleaning establishments ... such a great example of a brand broadly expanding yet staying true to its essence.  Love it.

Then I come to find out that Mr. Clean has also expanded into Car Washes.  Mr. Clean Car Washes! Now both of these brands are from the Procter & Gamble portfolio of brands so it shouldn't be surprising to see another brand do an equity expansion.

I love this one just as much as the dry cleaners.  It makes total sense for Mr. Clean to do car washes, total sense.  Although admitedly, I may have gone with a home cleaning service personally (can you imagine the liability!).  And once again, we see the Procter & Gamble dedication to adding value to the experience.

I was talking to a colleague about this and she opened my eyes even further.  While on the surface these both feel like smart brand extensions and probably profitable franchise deals, they are also an attempt to bring these great national brands into local communities ... right next to where the brands' consumers are living their lives.  Right into their neighborhoods.  That is brilliant.  Plus, the brands are taking what have been traditional inconsistent brand experiences, and adding the promise of brand value to the whole experience.  In this case the experience of taking your clothes to the dry cleaner or taking your car to get washed.

So what's next?  Pantene hair salons?  Venus hair removal stations?

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU


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  2. I do not even know how I ended up here, but I thought this post was good.

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  3. Glad you made it ... and thanks for the kind words! Jim.