Swiffer Suffers Backlash Over ‘Rosie the Riveter’ Ad

Posted on by Chief Marketer Staff

Alexandra Cheney (Wall Street Journal)

swifferTo promote its new steamer, kitchen products giant Swiffer created a marketing campaign around Rosie, a World War II icon made famous by a Westinghouse poster. Rosie was a symbol of female empowerment in the workplace throughout the 1940s; in its ads, the Proctor & Gamble owned-company returned the icon to household labor. Not a good idea according to many.

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