the acada group

The ACADA Group

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.

About Swiffer

Competition

Clorox Ready Mop

Clorox Ready Mop Commercial

Swiffer’s Current Campaign

Swiffer Wet Jet Commercial

Women ages 26-45

Usually with kids or pets

Typical “housewife” duties

Swiffer’s Current Target Audience

Target Audience

Surveys

50% of interviewees were between 18 and 25 years old

Over 60% of people had pets and tile floors

68% have used a Swiffer Wet Jet and majority of people were split between Good and Excellent reviews

How would you rate your experience with Swiffer Wet

Jet?

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

Survey Results (cont’d)

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

Creative Brief -- Our Goals

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.

Target Audience

Print Ad

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.

Radio Ad

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

Swiffer Website

Site Map

Alternatives to Traditional Advertising

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

So, Why ACADA?

Thank You for Your Time!