Swiffer

(Procter & Gamble)

Problem.

Procter & Gamble wanted to create a new product line by introducing a new concept to cleaning: fun.

Solution.

Don’t spend all your creative energy on meaning. Sound and letter structure are equally important, especially in the global marketplace. Swiffer is a great example of a solution that is at once new to the world and yet still familiar, something that is both interesting and memorable. P&G’s president, Durk Jager, immediately saw the idea of “swiftly and effortlessly sweeping and swiping.”