We used the partnership with Trading Spaces as the foundation for a larger integrated marketing platform. The partnership embedded the “fun” of Swiffer within Trading Spaces. The integrated program included organic product placement/usage, ‘Where are they now’ vignettes, sponsorship billboards and commercials that aired during the show. The partnership also lived beyond the television program. Genevieve Gorder (Show Designer) became our advertising spokesperson, appearing in commercials, PR events and retailer meetings.

Double-digit growth came from every pillar in the Swiffer Franchise! More importantly, the partnership drove Swiffer into popular culture, including placement on the front cover of Rolling Stone Magazine, and mentions on numerous movies, magazines and television shows. Swiffer was indeed recast as a cultural icon.