Swiffer's current logo since 2005.
|Owner||Procter and Gamble|
|Tagline||Swiffer gives cleaning a whole new meaning.|
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.
Swiffer WetJet is a mop. It only utilizes WetJet brand solvent in a special, unopenable bottle. It was introduced in 2001 in Canada and Belgium, but came to the United States in 2002. Its original name was the Swiffer WetJet Power Mop. It was originally blue-green in color until its redesign in 2006 when it changed to a purple color. It was modified again in 2009 with dual sprayers added.
Swiffer Sweeper is a combination sweeper-mop. That is, it can use either dry or wet-type disposable cloths. The wet cloths are for mopping and the dry type are for sweeping dirt, dust, hair, lint and more. It was originally known as "Swiffer" because it was the only product. Originally it had only dry cloths and that one could get refills from numbers of 5 to 64. Wet cloths for mopping were introduced in 2001.
Swiffer Sweeper-VAC is a lightweight vacuum cleaner. It utilizes a dry cloth for picking up lint and the vacuum is for removing crumbs. As with all bagless vacuums, the filter needs to be cleaned after each use but placed into a wastebasket if it is too dirty to clean. The system cannot utilize wet cloths. It was introduced in 2004 as "Swiffer Sweep+Vac".
Swiffer Sweeper Heavy Duty has a cloth head that is 1½ times larger than the regular Swiffer Sweeper. It utilizes two regular-sized wet cloths or one dry cloth designed for the system. This product was formerly called "Swiffer Max", "Swiffer X-Large" and "Swiffer Sweeper Professional". It was introduced in 2001.
Swiffer Dusters are disposable dusters. They are advertised as 360° (All-Around) but the traditional Swiffer Dusters are also available (one side only). The extensible handle is 3 feet long, fully extended. The Swiffer Duster was introduced in 2003.
Swiffer Dust-N-Shine is a furniture polish. The product utilizes a user-supplied dusting cloth as the pad.
Swiffer Carpet Flick was a carpet-sweeping device that used a disposable, sticky card to collect dust, pet hair and fine dirt. Introduced in 2005, it was discontinued in 2008. Some stores, including Amazon.com, still stock refill cards.
Swiffer Mitts were dry cloths that could fit in your hand. Introduced in 2002, they were discontinued in 2004.
Because of the requirement to dispose of the cloth after each clean, using the device frequently can be quite costly. Because of this multiple third-party companies have created cloth reusable pads typically made out of a microfiber fabric that can be machine washed after each use.
- Stop cleaning. Start Swiffering. (1999–2003)
- Stop cleaning. Get Swiffer. (2003–2006)
- Swiffer gives cleaning a whole new meaning. (2006–present)
- Swiffer's built smarter to clean better. (2010)
- The Swiffer way to dust. (United Kingdom; 2000–present)
The TV commercials for Swiffer often have 1970s/1980s music playing in the background. The commercials begin with a woman using the Swiffer product, while their old cleaning product (usually a mop, broom or feather duster) having a persona, is left out and wants to be used again. The woman continues to use her Swiffer and the mop is left by itself. The newer series of commercials include the mop, broom or feather duster finding a girlfriend to make out with (including a bowling ball, a rake or an antique doll). A commercial announcer states, "Switch to Swiffer, and you'll dump your old (mop, broom, duster). But don't worry. He'll find someone else." Notable songs used in these commercials include "Don't You Want Me" by Human League, "One Way Or Another" by Blondie, and "Baby Come Back" by Player. Recent commercials use "What About Love" by Heart, Who's That Lady by The Isley Brothers, A Little More Time by Chairman of the Board, Love Stinks by The J. Geils Band and You Sexy Thing by Hot Chocolate.
The electrostatic cleaning system which P&G sells under the Swiffer brand was created by Kao Japan. This excerpt from A 1999 BizJournals article explains that "P&G can't claim it came up with the [Swffer] idea on its own. A similar product was already on the market in Japan, by a company called KAO". 
"KAO was marketing this product in Japan for five years," said Cynthia Georgeson, spokeswoman for S.C. Johnson, a $5 billion-a-year, family-run business with brands including Pledge, Johnson Wax, Raid and Windex. King said P&G knew of the KAO product, but did not seek a licensing agreement."
There are a few sources that say P&G copied the complete design from Kao after learning that the design was not patented. Although P&G may have licensed the original design. It is said that when Swiffer launched in Japan, it was so similar to the original Kao product that the Swiffer and Kao parts were interchangeable.
- Capon, Noel (2009). Capon's Marketing Framework. Wessex Publishing. ISBN 0-9797344-6-0. Retrieved May 29, 2011.
- Colapinto, John (October 3, 2011). "Famous Names". New Yorker.
- "New Swiffer Sweeper Vac Commercial". YouTube. July 31, 2008. Retrieved May 29, 2011.
- "New Swiffer cleans up for Procter - Business Courier". Bizjournals.com. 1999-11-08. Retrieved 2013-03-03.