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CINCINNATI (AdAge.com) -- Procter & Gamble Co. begins a limited U.S. launch for a pricey, battery-operated version of its Swiffer cleaning brand -- Swiffer WetJet -- on March 21
Animated promo on WetJet.com shows husband using powered Swiffer as happy wife watches.
with appearances on cable shopping channel QVC and via the iQVC.com Web site.

The floor-cleaning product, which P&G began selling last year in Canada and Belgium, costs $74.99 for a pack that includes replacement pads and cleaning solution sufficient to clean two large rooms once weekly for four months.

'Seeding' strategies
P&G has previously used QVC among other early "seeding" strategies to sell other products, such as its Crest Whitestrips tooth-whitening kits, which began selling on QVC last September prior to a launch in test markets in Massachusetts and Colorado. P&G has also offered Whitestrips direct to consumers via online or toll-free ordering through print ads.

In e-mails sent March 20 to U.S. consumers who had registered on the WetJet.com site, P&G says cleaning fluid "refill kits" will be available soon in the U.S., but a spokeswoman would not comment on plans for a broader retail rollout. Bcom3 Group's D'Arcy, Masius, Benton & Bowles, New York, handles the brand.

Swiffer segments air at 7 a.m., 2 p.m. and 6 p.m. EST. on QVC.

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