Swiffer: Dysfunctional Relationships

The Swiffer range, owned by P&G, became highly successful in the U.S. following its launch in 1999.

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...

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Insights Team
Bray Leino

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