the acada group
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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. - PowerPoint PPT PresentationTRANSCRIPT
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
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
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!