Transcript Swiffer Wet Jet

The ACADA Group
About Swiffer
 Swiffer is a Procter &
Gamble brand and is
already in over 40 million
households and holds a
75% share of the quick
clean market
 The Swiffer Wet Jet is a
combination of a broom
and a mop, but better.
Competition
 Clorox Ready Mop
 Clorox Ready Mop
Commercial
Swiffer’s Current Campaign
Swiffer Wet Jet Commercial
Swiffer’s Current Target Audience
 Women ages 26-45
 Usually with kids or
pets
 Typical “housewife”
duties
Target Audience
Surveys
50% of interviewees were between
18 and 25 years old
Over 60% of people had pets
and tile floors
How would you rate your
experience with Swiffer Wet Jet?

68% have used a Swiffer Wet Jet and
majority of people were split
between Good and Excellent reviews
Survey Results (cont’d)
 56% said they would clean more if they owned a Wet
Jet
 64% said there were no other products that they
preferred over the Swiffer Wet Jet
Creative Brief -- Our Goals
 The Swiffer Sweeper, released in 1999, put “fun” and
“convenience” back into cleaning.
 To advertise and show that the Swiffer Wet Jet really
is a better alternative to the old mop and bucket.
 To educate the target audience of the easy-to-use
device, its low price and ability to get the job done
quick.
 To educate consumers of the effectiveness of the Wet
Jet when compared to the Clorox Ready Mop
Target Audience
 Swiffer is not just for housewives
 It is an easy and effective way to get your house
clean, no matter what your age.
 College students have hectic schedules, messy
roommates, pets, etc.
 The Swiffer Wet Jet is a “no-excuses-necessary”
solution to messy floors and a busy lifestyle.
Print Ad
Radio Ad
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SWIFFER WET JET “Party”: 30 Radio
SFX
LOUD PARTY MUSIC
VOICE A:
Great Party!
VOICE B:
Yea Great Party guys!
VOICE A:
See ya at school.
SFX
Door closes
ACTOR 1:
Wow What a Mess.
SFX
CAR PULLING UP.
ACTOR 1 & 2
MOM!
ACTOR 1
We gotta get this place clean, where’s the broom!?
ACTOR 2
But the floor is sticky!
ACTOR 1
Well where’s the mop?
ACTOR 2
That’ll take to long!
ACTOR 1 & 2
The SWIFFER!
SFX
Keys in the door and door opening.
MOM
WOW you cleaned up! Great job guys.
ANNOUNCER
SWIFFER WET JET gets the job done.
Television Ad
Two Robbers (Robber A and Robber B) Breaking into
separate houses.
Both robbers knock over a drink.
Both robbers make a mess on the floor.
Robber A finds a traditional mop and bucket while
Robber B discovers the Swiffer Wet Jet.
Robber B breezes through the clean-up while Robber A
struggles with a mop and bucket.
Robber B finishes the job while Robber A continues to
struggle with the mop.
Robber B makes a “clean get-away” while Robber A
continues to struggle with the mop.
Robber A continues to struggle with the mop.
Lights come on and homeowner and his dog appear
behind Robber A.
Shoulda’ had a Swiffer
Direct Mail
Site Map
 Swiffer Website
Alternatives to Traditional
Advertising
So, Why ACADA?
 ACADA knows how to target the younger audience
while still appealing to the current target audience.
 We are college students
 Understand the importance of cost and effectiveness