The Ask
My team was tasked with repositioning Swiffer through strategic campaigns, aiming to expand the brand’s relevance among modern pet parents. We explored who Swiffer is, where they currently stand in the market, and what’s next for them—ultimately developing a new vision, strategy, and creative direction centered on the emotional realities of pet parenthood.
Who is Swiffer?
Founded in 1999, Swiffer is a leading American brand of cleaning products under the Procter & Gamble (P&G) umbrella, recognized for revolutionizing everyday cleaning with smart, user-friendly solutions. From iconic sweepers and mops to advanced dusters and refills, Swiffer has become a trusted household name—known for its innovation, convenience, and efficiency.
Current Environment
Swiffer operates in a highly competitive landscape, defined by its brand promise of convenient, quick, and effective cleaning.
The brand primarily targets time-conscious consumers wanting to simplify their cleaning routine, including busy professionals, parents, and pet owners. Swiffer competes directly with brands like Bissell, Clorox, and Lysol, while also facing pressure from cleaning services, robot vacuums, and simplified alternatives such as a paper towel and spray bottle.
With the rise of post-COVID hygiene standards and a consumer shift away from single-use products, the industry is moving toward transparent solutions that align with current values.
Swiffer x Chewy
I developed a co-branded homepage to live on Chewy’s website, inspired by the intersection of both brands’: a shared commitment to quick, reliable solutions, pet-friendly products, and a celebration of the fun—yet messy—realities of pet parenthood. The collaboration was a natural category crossover, highlighting Swiffer’s cleaning expertise with Chewy’s deep understanding of pet parents.
Pet Influencers
We chose to collaborate with @adventuringwithnala and @odintheswissshepherd because their content authentically captures the joy, chaos, and unconditional love of life with pets— perfectly aligning with our campaign message. Both creators showcase the everyday messes that come with pet parenthood, making them ideal partners to highlight Swiffer’s real-life solutions for pet families.
Nala is known on social media for her “stomps”—a cute dance she does with her owner, Chris. While Nala has gone viral countless times for her adorable videos, Swiffer understands that there’s more to being a pet parent. “Nala Stomps, Nala Sheds” highlights both the fun and messy elements of pet parenthood. Nala invites followers to share how they clean up after their pets with the #Swifferin60 challenge, offering a chance to win exclusive branded pet swag.
For our campaign with Odin, we wanted to highlight what he’s best known for—his 360° camera footage. Odin’s adventures perfectly capture the humorous side of life with pets. In our “Fluff Cam” campaign, Odin is depicted running around his house with his 360° cam in mouth. Behind him, his owner can be seen easily cleaning up his fur with Swiffer. The content showcases the brand’s ability to keep up with even the messiest of pet parents, all while staying authentic to Odin’s style.
Trusted by the Experts
Pet owners already put significant trust into those who care for their pets: veterinarians, groomers, or boarding facilities. By partnering with these local leaders in an email marketing campaign, Swiffer can strengthen its credibility within the pet community, position itself as a trusted solution for maintaining clean homes, and reach pet parents at key moments when cleanliness and care go hand in hand.
