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Revolutionizing Swiffer Packaging for Enhanced Consumer Interaction

This case study is based on "Swiffer Gets in Touch" by Brian Sheehan, detailing how Procter & Gamble transformed Swiffer's packaging in 2011 after stagnant sales. Introduced in 1999, Swiffer's boxed packaging hindered consumer interaction. By taking Swiffer out of the box, redesigning displays, and enabling shoppers to see and touch the product, sales boosted.

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Revolutionizing Swiffer Packaging for Enhanced Consumer Interaction

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  1. Swiffer Packaging Based on “Swiffer Gets in Touch,” by Brian Sheehan

  2. The Beginning • Introduced 1999 by Procter & Gamble • Created “Quick Clean” category • Sales grew to $500,000 over 10 years • 2011 – sales stagnated

  3. The Problem • Swiffer was in a box • Consumers could not see it • Could not visualize how to use it • Not able to touch it

  4. The Solution • Swiffer taken out of the box • Shipping became more difficult • Display had to be redesigned • Shoppers could now • See the product • Touch the product

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