P&G Swiffer mop enters Europe

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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.

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