Instantly recognisable as the furniture care brand that guarantees peace of mind when it comes to keeping your home dust and smudge-free, Mr Min with his trademark yellow waistcoat and bowtie has been welcomed into South African homes for over 40 years!

BrandsRock was engaged by our client Reckitt Benckiser to help relaunch and showcase the improved Mr Min product range with all-new "Dust Trap Technology". In doing so we created a powerful concept platform that speaks to the trust and confidence in Mr Min by consumers over the last 4 decades.

The clever BrandsRock team came up with the concept: THE LEGEND OF SHINE.

During the campaign period shoppers were welcomed at Spar and Checkers stores country wide by none other than 'Mr Min' himself and enjoyed smiling interactions with the brand icon as he shared housekeeping hint and tips. Our well trained, helpful activators dressed in the hallmark yellow waistcoat and bow-tie offered to wipe down trolley handles and shopping baskets with Mr Min Multi-Surface Cleaner while distributing discount coupons for Mr Min products available in-store. They were also prepped to answer any related questions on the product and the brand.

The brand interactions also served to alert consumers to the subtle changes to Mr Min's packaging and logo, which was phased in towards the end of 2011. Whilst the heritage and iconic Mr Min character remain, the new packaging and Mr Min visual serves to emphasise the advance in cleaning technology that the brand now offers.

Apart from the great concept & design work on this campaign, our BrandsRock Activation division also delivered over 300 very successful activations across South Africa over the campaign period.