1. The ACADA Group

2.  Swiffer is a Procter & Gamble brand and is already in over 40 million households and holds a 75% share of the quick clean market  The Swiffer Wet Jet is a combination of a broom and a mop, but better. About Swiffer

3. Competition  Clorox Ready Mop  Clorox Ready Mop Commercial Clorox Ready Mop Commercial

4. Swiffer’s Current Campaign Swiffer Wet Jet Commercial

5.  Women ages 26-45  Usually with kids or pets  Typical “housewife” duties Swiffer’s Current Target Audience

6. Target Audience

7. Surveys 50% of interviewees were between 18 and 25 years old Over 60% of people had pets and tile floors

8.  68% have used a Swiffer Wet Jet and majority of people were split between Good and Excellent reviews How would you rate your experience with Swiffer Wet Jet?

9.  56% said they would clean more if they owned a Wet Jet  64% said there were no other products that they preferred over the Swiffer Wet Jet Survey Results (cont’d)

10.  The Swiffer Sweeper, released in 1999, put “fun” and “convenience” back into cleaning.  To advertise and show that the Swiffer Wet Jet really is a better alternative to the old mop and bucket.  To educate the target audience of the easy-to-use device, its low price and ability to get the job done quick.  To educate consumers of the effectiveness of the Wet Jet when compared to the Clorox Ready Mop Creative Brief -- Our Goals

11.  Swiffer is not just for housewives  It is an easy and effective way to get your house clean, no matter what your age.  College students have hectic schedules, messy roommates, pets, etc.  The Swiffer Wet Jet is a “no-excuses-necessary” solution to messy floors and a busy lifestyle. Target Audience

12. Print Ad

13.  SWIFFER WET JET “Party”: 30 Radio  SFX LOUD PARTY MUSIC  VOICE A: Great Party!  VOICE B:Yea Great Party guys!  VOICE A:See ya at school.  SFXDoor closes  ACTOR 1: Wow What a Mess.  SFXCAR PULLING UP.  ACTOR 1 & 2MOM!  ACTOR 1We gotta get this place clean, where’s the broom!?  ACTOR 2But the floor is sticky!  ACTOR 1Well where’s the mop?  ACTOR 2That’ll take to long!  ACTOR 1 & 2The SWIFFER!  SFXKeys in the door and door opening.  MOMWOW you cleaned up! Great job guys.  ANNOUNCERSWIFFER WET JET gets the job done. Radio Ad

14. Television Ad Two Robbers (Robber A and Robber B) Breaking into separate houses.

15. Both robbers knock over a drink.

16. Both robbers make a mess on the floor.

17. Robber A finds a traditional mop and bucket while Robber B discovers the Swiffer Wet Jet.

18. Robber B breezes through the clean-up while Robber A struggles with a mop and bucket.

19. Robber B finishes the job while Robber A continues to struggle with the mop.

20. Robber B makes a “clean get-away” while Robber A continues to struggle with the mop.

21. Robber A continues to struggle with the mop.

22. Lights come on and homeowner and his dog appear behind Robber A.

23. Shoulda’ had a Swiffer

24. Direct Mail

25.  Swiffer Website Swiffer Website Site Map

26. Alternatives to Traditional Advertising

27.  ACADA knows how to target the younger audience while still appealing to the current target audience.  We are college students  Understand the importance of cost and effectiveness So, Why ACADA?