SWIFFER TRADING SPACES CASE STUDY

CHALLENGE: In 2003 Swiffer was introduced as a whole new way to mop, dust and clean. But some people weren't buying. So Procter & Gamble challenged PowerPact to persuade "interested skeptics" to try Swiffer products. The brand had partnered with a hot new TV show Trading Spaces because redecorating a room in 48 hours creates a mess, and Swiffer is just the tool for the final cleanup. PowerPact used Swiffer's limited licensing rights and its Learning Channel media buy to build a national, umbrella campaign including advertising, PR, merchandising, on-pack premiums and promotion to create custom build-outs for top retailers.

INSIGHT: The overall insight we used to build the campaign is that people don't like to clean. But Swiffering is quicker and a lot more fun. It improves homes in a cost-effective way.

IDEA: We identified valuable shopper insights and combined those with the promotional mandates of each retailer, staying true to Swiffer's brand positioning. At Wal-Mart – Design Secrets For Your Home." A Swiffer and Wal-Mart partnership with Springmaid to execute a "Design Secrets For Your Home" promotion included a gift with purchase, consumer information and an in-store workshop/demo. Sam's Club – "Simple Steps to Spring Program" targeted to Sam's small-business categories via their Source Magazine, including Trading Spaces-specific tips and P&G product tips. Kroger – "Spring Cleaning Sweepstakes." A Trading Spaces & Swiffer campaign to drive merchandise at