P&G LAUNCHES LATEST SWIFFER EXTENSION

Swiffer Duster to Be Backed by $8-$10 Million Campaign

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. is rolling out the latest Swiffer line extension to retailers in late January, backed by $8 million to $10 million in advertising support to break in the spring, according to retail executives.

The new product will be called Swiffer Duster, a handle with a disposable feather-duster-like attachment,

Publicis Groupe's Kaplan Thaler Group, New York, takes over the account in January from D'Arcy Masius Benton & Bowles.

P&G is licensing the technology for the Swiffer Duster for distribution outside Asia from Japanese consumer products company Unicharm.

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