Swiffer

Last updated
Swiffer
Swiffer logo.svg
Product type Cleaning
Owner Procter & Gamble
Introduced1999;26 years ago (1999)
MarketsWorldwide
TaglineStop cleaning. Start Swiffering.
Website www.swiffer.com

Swiffer is an American brand of cleaning products that is made by Procter & Gamble. Introduced in 1999, [1] the brand uses the "razor-and-blades" business model, whereby the consumer purchases the handle assembly at a low price, but must continue to purchase replacement refills and pads over the lifespan of the product. Swiffer has become a half-billion dollar brand in fifteen countries. [2]

Contents

Origin

In 1995, the Japanese Kao Corporation created the electrostatic cleaning market with the release of its Quickle Wiper product. Quickle "became the model for [Procter & Gamble's] Swiffer brand", [3] though Procter & Gamble "did not seek a licensing agreement" [4] and the Quickle Wiper was licensed to S. C. Johnson & Son. [3]

Products

Current products

All the products below have a refill system. Both the product and the refills are currently marketed.

Past products

The following products have been discontinued.

Reusable cloths

Because of the requirement to dispose of the cloth after each clean, using the device frequently can be quite costly. Because of this, multiple third-party companies have created cloth reusable pads typically made out of a microfiber fabric that can be machine washed after each use.

Television commercials

The TV commercials for Swiffer often have 1970s–1980s music playing in the background. The old commercials start with a person having their old cleaning products and proceed to switch to Swiffer Products. The first series of commercials begin with a woman using the Swiffer product, while her old cleaning product (usually a mop, broom or feather duster), having a persona, is left out and wants to be used again. The woman continues to use her Swiffer and the mop is left by itself. The second series of commercials include the mop, broom or feather duster moving on to a new girlfriend (including a bowling ball, a rake or an antique doll). A commercial announcer (voiced by Blaze Berdahl) states, "Switch to Swiffer, and you'll dump your old (mop, broom, duster). But don't worry. He'll find someone else." Notable songs used in these commercials include "Whip It" by Devo, "Don't You Want Me" by Human League, "One Way or Another" by Blondie, "That Lady" by the Isley Brothers, "Baby Come Back" by Player, "Love Stinks" by The J. Geils Band & "What About Love" by Heart. [10]

References

  1. Capon, Noel (2009). Capon's Marketing Framework. Wessex Publishing. ISBN   978-0-9797344-6-5 . Retrieved May 29, 2011.
  2. Colapinto, John (October 3, 2011). "Famous Names". New Yorker.
  3. 1 2 Neff, Jack; Mussey, Dagmar (April 2000). "It's Kao's turn now". Advertising Age . Vol. 71, no. 18.
  4. "New Swiffer cleans up for Procter - Business Courier". Bizjournals.com. 1999-11-08. Retrieved 2013-03-03.
  5. 1 2 Brunsman, Barrett J. (2018-08-10). "New Swiffer solution cleans the air, not the floor". Cincinnati Business Courier. The Business Journals. Retrieved 2020-01-10.
  6. "Air Cleaner". swiffer.com. Retrieved 2020-01-10.
  7. "Filter Selection: A Standard Procedure (June 2000)". www.esmagazine.com. Retrieved 2020-01-10.
  8. "Swiffer CarpetFlick Refill Pack, 12 ct". www.amazon.com. Retrieved 2020-01-10.
  9. "Swiffer Disposable Dusting Mitts 14 count". www.amazon.com. Retrieved 2020-01-10.
  10. "New Swiffer Sweeper Vac Commercial". YouTube. July 31, 2008. Archived from the original on 2021-12-13. Retrieved May 29, 2011.