Swiffer: Dysfunctional Relationships
This is the story of a proactive, consumer-centric approach to protecting a successful brand and pre-empting potential market threats. It is an inspirational story of how best-in-class consumer research is at the heart of the Swiffer brand's continued success. By bringing in the consumer at every step of creative development, from initial concept ideation to in-market check-ins, Swiffer has made the consumers’ wants and needs a top priority.
It is this partnership between smart research and insight-based advertising that has helped drive the continued success of one of the biggest new brand success stories of the decade.
BUSINESS SITUATION & BACKGROUND
Revolutionizing the Cleaning Category
Launched in 1999, the Swiffer Sweeper was a new-to-market, breakthrough cleaning product that revolutionized the cleaning category. In the past 12 years, P&G's Swiffer has grown to become one of the most recognized and successful brands in American history, with retail dollars sales at over a half a billion! It has established itself as both a pioneer in the cleaning systems category and a pop cultural icon. Swiffer has had such a large impact on the way we think about cleaning, it's even created a new word for cleaning – “Swiffering.”