Mr. Clean Magic Reach Takes Bathroom Cleaning to New Heights

March 2005 – Procter & Gamble is helping consumers “keep it clean" with the introduction of Mr. Clean Magic Reach - a revolutionary new cleaning tool designed specifically for the bathroom and all its hard-to-reach places. From the long-trusted Mr. Clean brand, Mr. Clean Magic Reach quickly cleans bathroom surfaces, including in and around the sink, behind the toilet, all tub and shower surfaces as well as the bathroom wall and floor tile. Finally, a cleaning tool that allows you to tackle the swampy, dirt-ridden jungle of a room you have long since avoided.

Did you know that 1/3 of all men and women simply use water to "clean" all surfaces of the bathroom? “Clearly it is time to revolutionize bathroom cleaning. No longer is soap and water an effective or thorough method of cleaning. We talked to hundreds of consumers who told us that when cleaning their bathrooms, there are many hard-to-reach corners and surfaces that make bathroom cleaning a tiresome chore,” said Lisa Roedig, Research and Development Manager for Mr. Clean. “We developed Mr. Clean Magic Reach to remove the archaic step of 'hands and knees' bathroom cleaning. Finally, a well designed and easy-to-use bathroom tool that helps clean bathrooms quicker than ever before.”

Mr. Clean Magic Reach is ergonomically designed to be user-friendly. The all-in-one, lightweight, cleaning tool is composed of three separate elements, all of which work together to provide a easy, quick and effective clean for the bathroom.

Featuring a pivoting football-shaped head, Mr. Clean Magic Reach allows for effective cleaning of what 40% of people call “the hardest-to-clean bathroom surface” – that often overlooked area behind the toilet. Furthermore, the tool’s head is removable to help its user attack all bathroom surfaces with the simplest of ease. Mr. Clean Magic Reach even boasts an extendable 4-foot pole, reaching high and low to clean the entire bathroom.

Mr. Clean Magic Reach includes both disposable scrubbing and mopping pads that allow for a quick one-two punch combined with an effective clean. Pads are easy to use and even easier to throw away once cleaning is complete. Both pads attach to Mr. Clean Magic Reach's unique-shaped head and help to wipe away dirt, grime and bathroom soap scum.

“Mr. Clean is a brand we’ve all known and trusted for over 45 years, so it is very exciting to be a part of a product that will revolutionize bathroom care,” said Sally Sarratt, Assistant Brand Manager for Mr. Clean Magic Reach. “In-line with the innovation behind this product, we have created an online product demo that allows consumers to see exactly how this product works, taking product communication to a whole new level,” Sarratt added. “This product will bring a new face of cleaning into the bathroom, combining a thorough and effective clean with modern ease for maintaining one of the most indispensable rooms in the home.”

Mr. Clean Magic Reach is now available for $12.99 at major mass market, grocery, hardware, club, variety and drug store retailers nationwide. For more information or to view the Mr. Clean Magic Reach online demo, please log on to www.mrcleanmagicreach.com.

SOURCE Procter & Gamble