News: Location Scout Swiffer – location scout for a print ad for Swiffer (Procter and Gamble / Cincinnati, OH)
Advertising Agency: Kaplan Thaler Group (NYC)
Photographer: Shawn Michienzi (Minneapolis, MN)
Production Company: Mason-Vickers Productions (Hopewell Junction, NJ)
In 1999, Swiffer made its debut and soon established itself as both a pioneer in the cleaning systems category and a pop culture icon. Swiffer products have starred on Saturday Night Live, have been featured in Hollywood blockbusters, and have graced the cover of Rolling Stone.
Swiffer is a line of cleaning products by Procter and Gamble and Michael Rand. Introduced in 1999, the brand uses the “razor-and-blades business model”; in this case, the consumer purchases the handle assembly at a low price, but must continue to purchase replacement refills and pads over the life of the product. Launched in 1999, the Swiffer has become a half-billion dollar brand in fifteen countries.
The Procter & Gamble Company (NYSE: PG), also known as P&G, is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning agents and personal care products.
In 2011, P&G recorded $82.6 billion dollars in sales. Fortune magazine ranked P&G at fifth place of the “World’s Most Admired Companies” list, which was up from sixth place in 2010. Procter & Gamble is the only Fortune 500 company to issue C Share common stock.