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Procter & Gamble promotes Swiffer in Canadian House & Home

Procter & Gamble has begun a campaign for its Swiffer line of cleaning products in Canadian House & Home magazine. The creative is running in the current issue, which contains an article on organizing a laundry room. The article includes a full-page picture of a laundry room with muddy footprints on the floor. When readers turns the page, they see a full-page ad for Swiffer using the same picture, but with the floor clean. This is the first time the magazine has run an ad of this kind. The campaign was arranged by Starcom MediaVest Group. "The collaboration with Starcom and House & Home on the Swiffer execution is a great example of innovation in our communication plans," said Trevor Thrun, homecare division manager at Procter & Gamble.

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