Mr. Clean Takin’ It to the Streets
By Robert Farago | July 21, 2007



Proctor & Gamble are keepin' it real by extending their Mr. Clean brand of car wash products into an actual car wash. The Enquirer reports that the Cincinnati-based conglomerate has opened the first of two Mr. Clean Performance Car Washes within miles of its corporate HQ. Mr. Clean (not an actual person) offers services ranging from a $9 stay-in-the-car express wash up to a $69 full-service interior and exterior clean. While the cynical amongst you might conclude that the move reflects P&G execs' desire for super-clean company whips, the $3.3m facility is [also] an attempt to capitalize on the car wash industry's growth. Industry boosters claim automated car washes are a $35b industry in the U.S., growing at about 10 percent a year. Yes, but– P&G's move into bricks and mortar represents a major change of focus– and risk– for a company known for its ultra-conservative brand management.