Swiffer

The Swiffer line of cleaning products is Proctor & Gamble's (P&G) most successful new brand. It also created a new product category in the industry that P&G has since dominated. Before Swiffer, floor cleaning was done with a broom or a bucket of soapy water and a mop. Swiffer’s success—double-digit growth rate and annual sales of over $500 million—has motivated P&G to look for other opportunities for rethinking how the company can help consumers with everyday tasks. The primary reason for Swiffer’s success is how it promotes a new approach to floor cleaning for a price consumers can afford. The company developed the idea for the Swiffer using techniques that were already an integral part of its design process, validating the effectiveness of P&G’s approach to product innovation and collaboration.

Credit: Continuum, Northlich Stolley and Joss Design for Procter & Gamble and Craig Wynett at Procter & Gamble

Contact: Amy Quigley: aquigley@dcontinuum.com