PiNG! Connecting with Your Consumer - Flipbook - Page 109
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through “Cleaner-tainment”—Swiffer
Promoting New Joys
in an Old Task
Antidotes for drudgery.
Swiffer, a disposable dust mop, has brought a previously unimagined level of entertainment (or “cleanertainment”) to housework. The Swiffer cleaning
revolution began as a soft Japanese technology
that Procter & Gamble exported and introduced
to the world. Swiffer’s point of innovation is its
claim to reduce drudgery. It PiNGs the consumer
by using a new, interesting implement that has
a tool quality to it as well as play value. By innovating with new benefits, Swiffer has created
an entire new category of disposable household
cleaning tools, including sweepers, sweeper vacs,
and dusters. The brand also continues to strategically expand its innovative position into adjacent
categories such as furniture polish. This expansion promises to keep the brand at the forefront
of its category.
How can you make an everyday
task a unique experience?
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