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.
Why Swiffer ditched the box to draw in more consumers
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