Swiffer looks to clean up as official sponsor of 'Hotel for Dogs'

Posted on Fri Jan 9 2009

Swiffer has gone to the dogs.
  A refreshed spot for Procter & Gamble's beloved floor cleaner announces the brand as the "official cleaner" of Hotel for Dogs, a film opening Jan. 16 that tells the tale of two orphans who take in stray dogs at a shuttered hotel. Swiffer fans will recognize the first half of the ad, in which a customer and store employee trade puzzled glances after the unexpected appearance of a mop and broom. The point is, you can say goodbye to both, thanks to Swiffer (but they'll still come back to haunt you). The Kaplan Thaler Group, New York, handles.
  Swiffer could use the boost. Sales of cleaning tools, mops and brooms fell by more than 3 percent last year to $890 million, per IRI. Swiffer, which is No. 1 in the market, saw sales drop 2 percent to $149 million. Swiffer rep Jay Benton tells BrandFreak: "This partnership illustrates how Swiffer gives your home a complete clean and can combat pet hair even with the hairiest four-legged friend in the house and, in the case of Hotel for Dogs, many hairy four-legged friends."
  With all the hype about canines these days (Pedigree's Super Bowl spot, Purina's tie-in with Marley & Me), Swiffer will appreciate getting a shout-out from the dogs. (Can we get a woof, woof?)

—Posted by Elaine Wong



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