The Kaplan Thaler Group, an amazing agency based out of New York, took on Swiffer’s biggest rivels, the mop and broom. The supporters of these old standbys needed some reason to try a Swiffer. Swiffer is a line of cleaning products by Procter & Gamble and Michael Rand. I have worked on their Swiffer Sweeper, Wetjet and various dusters.
The way to combat the mop and broom were simple, display the product providing a more detailed and thorough clean in less time. This task was easy as long as we stayed honest. I can remember discussions about sparkles after the product swipes over a floor or counter top. Though a fun idea, we wanted the product to speak for itself and not have any artificial enhancements.
Swiffer’s line of commercials were challenging and enjoyable. Every redesign or new line allowed for the chance to out perform the last commercial. Now Swiffer has become a half-billion dollar brand in fifteen countries.