×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

P&G Swiffer mop enters Europe

Published on .

Procter & Gamble Co., Cincinnati, launched Swiffer WetJet, a battery-operated floor mop, in Belgium. A pan-European launch will follow, but P&G didn't give a date. The Swiffer kit includes one WetJet mop, a liter of cleaning liquid, six absorbent mop heads, four batteries and a year's guarantee. D'Arcy Masius Benton & Bowles, Paris and Amsterdam, is handling launch ads. The Swiffer mop rolled out in Canada this summer, handled by D'Arcy's Toronto office. P&G's fabric and homecare unit has tended in recent years to use Canada, the U.K. and the Benelux countries, including Belgium, to test products before U.S. launch.

Copyright September 2000, Crain Communications Inc.

In this article:
Most Popular