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Package-goods executives don't usually attend the Consumer Electronics Show annually.

Except for Maurice Coffey, marketing director of Procter & Gamble Co.'s Home Made Simple program, an online loyalty effort that spawned a weekly TV show of that name launched in June on TLC.

At P&G, Mr. Coffey, 39, launched Swiffer WetJet less than two weeks after Sept. 11 and rescued it from a near-fatal counterpunch by Clorox Co. He then helped make it a pop icon by sending samples to photographers, a tactic that ended up putting a WetJet in Jessica Simpson's hands on the cover of Rolling Stone.

"When P&G wants to experiment, they call Maurice," says John Yengo, partner at Barefoot Advertising, Cincinnati.

Proctor & Gamble Co.

* Marketing director-Home Made Simple

* Looking at life past the 30-second spot
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