Starcom sweeps P&G’s Swiffer into new territory

In a first collab of its kind, Canadian House & Home integrates Swiffer's cleaning prowess into the editorial pages of this month's 'Laundry/Mud Room Makeovers' feature.

Procter & Gamble’s Swiffer brand is sweeping its way into Canadian House & Home this month – um, literally. The issue, dedicated to ‘Getting Organized,’ turned out to be the just the spot to showcase its cleaning ability, particularly in small spaces, where it swivelled its way through the mag’s ‘Laundry/Mud Room Makeovers’ feature.

In what took months of collaboration between Starcom MediaVest Group and Canadian House and Home, the Swiffer brand was cleverly incorporated into the mag’s ‘Makeover of the Month’ story in an integration so seamless, readers will no doubt do a double-take when they see that muddy footprints in the editorial photo have been ‘Swiffered’ out on the mirror-image next page ad pic.

Both the ad and editorial layouts were photographed and produced by Canadian House and Home editorial teams to provide the execution’s custom look – a first of its kind for the mag.

Starcom MediaVest Group senior VP group director Christine Saunders says ‘it’s inspiring to have a client like Procter & Gamble that shows commitment and passion for new and innovative ways to engage the consumer,’ and manager of P&G’s Homecare division, Trevor Thrun, seems to agree, calling the collaboration ‘a great example of innovation in communication plans.’