After identifying an opportunity in the car care market, Procter & Gamble partnered with Kaleidoscope in the development of the Mr. Clean AutoDry™ to help create a marketable product which leveraged P&G’s extensive background in surface care as well as a world-class Research and Development staff. The goal was to bring life to this revolutionary new technology that would deliver a spot-free finish without the work of hand drying. Focusing on the understanding of the car washing process while over-laying user needs, Kaleidoscope worked with P&G to develop a final product that helped broaden a brand and make an entrée into a new category.

Through an iterative design process, Kaleidoscope explored several designs to appropriately define a visual design language for Mr. Clean while addressing discovered user needs and product features. This resulted in a user-friendly and well proportioned design which is easy to manipulate and adds consumer delight.

Through the partnership, Kaleidoscope and P&G’s Design and R&D teams were able to create a new product that broadened the Mr. Clean brand appeal across the gender gap and introduced a new product for P&G which has since eclipsed the entire car care category, almost tripling initial revenue forecasts.

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