Breaking News

Swiffer Celebrates 18th Birthday

March 16, 2017

P&G brand partners with celebrities to launch new campaign

In 1999 Swiffer swept the nation by storm, reinventing the way Americans clean. This innovative brand from Procter & Gamble changed the practices and expectations in surface cleaning. The very name ‘Swiffer” sparked a revolution, quickly evolving to iconic ‘verb” status – marking its legendary and pioneering status.

Now celebrating its 18th birthday and the launch of a new campaign, “If You’ve Got A Life, You Gotta Swiffer!” – the brand is teaming up with “Dancing with the Stars” favorite, Maksim Chmerkovskiy, and “Adulting: How to Become a Grown-up in 468 Easy(ish) Steps” author Kelly Williams Brown, to show consumers that while ‘adulting’ is hard, Swiffer makes it easy!

“Swiffer and I want to show you that cleaning can be fun by adding a little shimmy to your cleaning,” says Chmerkovskiy. “Between ‘Dancing with the Stars’ and being a new dad, I don’t always have a ton of time to dedicate to cleaning, but Swiffer helps me quickly dance my way to a clean house!”

To kick start a year-long celebration of Swiffer turning 18 and becoming an adult, the brand is hosting a birthday celebration. Chmerkovskiy will give a whole new meaning to clean when he unveils an exclusive dance to samba your way to a clean home. Meanwhile, Williams Brown will demonstrate how to quickly clean and prepare any home before a dinner party, regardless of how much time there is to clean.

“One of the more difficult things to accept about adulthood is that the house will never magically clean itself -- at least mine hasn't. Also, walking around barefoot on a gross floor is one of those very-preventable things that can make you feel like a total failure," Brown says. "But Swiffer makes it so easy to have beautiful, clean floors in exchange for just a few minutes."

The new creative campaign builds upon this and resonates with families because it highlights Swiffer as the perfect solution for maintenance cleaning.

“Modern life is busy. Having a full life is awesome. But also a little messy. But the solution isn’t to live less - it’s to clean smarter,” says Jane Pejkovska, creative director for Publicis, the agency that created the ad campaign. “Swiffer makes it really easy to stay on top of the mess that our favorite people (and, yes pets) can leave behind. The spots are based on simple, human and insightful little stories from everyday life that demonstrate how Swiffer can fit into a variety of lifestyles.”

Check out the two new creative pieces, “The Princess and the Dirty Hardwood Floor” and “Haircuts on Hardwood Floors,” by visiting the Swiffer YouTube channel.

Swiffer offers a variety of products that help busy, time-starved families clean quickly and effectively so they can spend more time on things that really matter regardless of how overscheduled their life may be.

Related Application:

  • Personal Care  Wipes Market

    Personal Care Wipes Market

    Tara Olivo, Associate Editor||February 2, 2017
    Specialized wipes continue to emerge in this growing segment.

  • Private Label: Not About No Frills Anymore

    Karen McIntyre, Editor||January 2, 2017
    Competition in the diaper market focuses on quality, not value.

  • The Year That Was 2016

    The Year That Was 2016

    Karen McIntyre, Editor||December 1, 2016
    The year 2016 included investments, new product development and an entrepreneurial spirit in nonwovens that will surely impac