The Problem: People are burnt out and are prioritizing other things in life they feel is more important than cleaning, leaving Swiffer in the closet and on store shelves.
Putting on the thinking cap: Year by year, work, distractions, and new forms of entertainment are taking up more of our time, making it easy to forget about a typically time consuming chore so that we can spend that time for ourselves.
How creativity can solve this: Remind people that their floors miss a good clean.
Prints and Instagram
Two page spreads will show how desperate your floor is for your attention, while Swiffer asks you to rekindle the flame between you and your floor.
Swiffer will also create an Instagram account from the perspective of “Your Floor” which will direct message potential consumers and ask for their attention (literally).
Swiffer x Hinge
Swiffer will create a profile on the dating app Hinge under the name “Your Floor”
We actually created a real profile and got engagement instantly!
OTT/OLV Spot
In-Store Installation
The Swiffer section of stores will be decorated and will include shelf talkers. A press of a button will have “Your Floor” asking for another chance at love.
Radio
A series of radio spots will feature voice mails from “Your Floor.”