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Swiffer Will Come With Money-Back Guarantee

A new marketing effort for Swiffer kicks off today and includes three TV spots and a larger online media buy that emphasizes Swiffer's value over traditional cleaning tools. Tagline: "Cleans better than a mop and bucket or your money back."

This is the first time Procter & Gamble has offered a money-back guarantee on Swiffer, says Pete Carter, advertising development director for the brand. It's in response to what the company saw as a looming recession. "We knew that our potential consumers were going to be concerned about the value of their dollar and what they were purchasing," Carter says. "The money-back guarantee makes it a no-lose proposition."

The ads assert Swiffer is worth the money by humorously comparing it to other cleaning methods. In one spot, "Grocery Store," a store clerk tries to convince a customer of the benefits of Swiffer. Just then, a straw broom and mop appear, knocking over all the potatoes in one aisle. The customer ignores the ruckus and opts for the Swiffer starter kit.

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