Posted by Ben Berkon on February 16, 2010 03:15 PM
Typically cleaning supplies are directed at women who are tasked with "keeping a home” and performing jobs such as cleaning up after their children – but what about those households with pets? According to Packaged Facts, a market research company, 49.7 percent of American households had a dog or cat in 2009 – up 4.3 percent from 2003.
Swiffer, the popular cleaning product from Procter & Gamble, is hoping to break through to that largely untapped percentage of Americans who clean their pet’s fur, drool, and other, smellier, messes. In an attempt to reach pet lovers, Swiffer has brought aboard Cesar Millan – otherwise known as the “Dog Whisperer.” Yes, that Cesar Milan.
Millan has been helping families with misbehaved pets for six seasons on “The Dog Whisperer,” a National Geographic Channel exclusive. He's orchestrated pet behavior miracles – taking even the most unruly and disobedient dogs, and transforming them into fun loving and disciplined pets. More importantly, to Swiffer at least, is his credibility in the pet world. The cleaning brand figures that if Millan is wielding a Swiffer, other pet lovers will follow Millan's "pack leader" lead.
Millan will be featured in Swiffer’s online marketing campaigns, such as providing dog tips on their website and Facebook page, but there hasn’t been word whether he’ll become the face of their print or television advertising just yet.
It’s no secret that Swiffer’s goal is to become the main cleaning product in closets across the nation, but with their prospective grasp on the pet lovers market, mops and brooms could soon be just a chew toy for Fido.