P&G tests new cleaning brand

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Procter & Gamble Co., Cincinnati, will launch a test Sept. 1 of Swiffer, a cleaning system made up of a lightweight mop and disposable cleaning cloths that pick up dust, hair and other dirt using static electricity. Test markets include Cedar Rapids, Iowa; Pittsfield, Mass.; and Sens, France. D'Arcy Masius Benton & Bowles, New York, will handle advertising, including TV, print and direct mail. In-store and in-mall demos also will be a key part of the marketing mix, a P&G spokesman said. Swiffer is the fourth new brand P&G has launched into test in the past year.

Copyright August 1998, Crain Communications Inc.

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