ServiceMaster Clean takes innovative marketing approach

ServiceMaster Clean is putting a "comical" spin on marketing its janitorial service providers. More than 150,000 facility and office managers will receive comic book-style posters from the company throughout the remainder of 2002.

ServiceMaster Clean wanted to express an understanding that the role that facility- and office managers are asked to undertake often requires the skills of a superhero, the company said. The first poster, titled "Cloning Machine," illustrates the ability of office and facility managers to be everywhere at once. Other traits portrayed in the campaign include the ability to time travel, become invisible and multi-task.