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SILVER: Swiffer submitted by Starcom Canada

SwifferSwiffer’s challenge was to get urban dwellers (small space apartment/condo owners) to re-think their cleaning choices. Throughout the process of their daily commute, media placements forced them to do a “double-take.” Their Metro newspaper was “swiffered” through the editorial as words were literally cleaned off the page. Subway doors were framed with Swiffer messages, and commuters were welcomed home in the evening with a Swiffer-sponsored newspaper subscription on their doorstep-- complete with a high-incentive Swiffer purchase coupon. The program helped the brand maintain its #1 place in the quick-clean category.