Why Swiffer ditched the box to draw in more consumers

09/10/2013 | SmartBrief/SmartBlog on Leadership

Swiffer sales slowed after about a decade because the brand had a hard time getting skeptical users to imagine how the product, disassembled and trapped in a box, would help them clean, according to this excerpt of Brian Sheehan's "Loveworks." Procter & Gamble worked with Saatchi & Saatchi X and Wal-Mart to display an assembled item so users could touch it, revitalizing sales. "[B]eing able to touch and be touched can evoke some of the strongest emotions" associated with love and loyalty, writes Sheehan.

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