Meister Proper

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Meister Proper (cf. French propre = clean) is an advertising figure and brand of the Procter & Gamble company for household cleaners . The brand is known for its advertising slogans, "Meister Proper removes every dull dirt in the house ...", which was later changed to "Meister Proper cleans so cleanly that you can reflect yourself in", but also with the same melody other slogans such as B. “Master Proper, New Freshness” and many others.

history

The advertising figure was developed in 1957 by the advertising agency Tatham-Laird & Kudner from Chicago under the name of Mr. Clean . It was designed by the graphic artist Fritz Siebel (1913–1991), who was born in Vienna. The figure was introduced in Germany in 1967.

The sales of the product exceeded those of the competing products Ajax , Dor and Imi in 1971 - five years later the all-purpose cleaner also appeared as scouring milk . New product features such as Citrus-Kraft (1979), dosing cap and refill pouch (1989) and Essig-Kraft (1990) followed.

Meister Proper has been available as a bathroom cleaner since 1992, and in 1993 Meister Proper Ultra was offered. Further fragrance variants (1998) as well as moist, antibacterial all-purpose wipes for quick cleaning in the household (1999) completed the product range. In 2003 Procter & Gamble launched a detergent under the Meister Proper brand on the German market, which is no longer sold. The dirt eraser followed a year later .

The all-purpose cleaner received two new fragrances from Febreze in 2011: Spring Awakening and Rose Blossom . The brand's current range includes all-purpose cleaners, bathroom cleaners, kitchen cleaners (grease dirt cleaners), toilet stones (with Ambi Pur ) and dirt erasers.

British pop duo Right Said Fred appeared in a 2007 commercial .

Individual evidence

  1. ↑ 2012 advertisement on YouTube
  2. ^ 1988 advertisement on YouTube
  3. ↑ Database for advertising slogans
  4. ↑ Hubert Bergmann: Meister Propers Viennese roots: Fritz Siebel, creator of the advertising icon Mr. Clean . Biography of the month on the homepage of the Austrian Biographical Lexicon (December 2013)
  5. ↑ Gray gets Right Said Fred for Master Proper Horizont from October 30, 2007