Procter & Gamble is gunning for me.
With two dogs, two cats, hardwood floors, a 1-year-old and a wife who watches the Dog Whisperer on TV, I’m the target demographic for P&G’s new campaign to replace mops and brooms with Swiffer products, featuring celebrity spokesthingy Cesar Millan.
The New York Times reports that Swiffer, the 11-year-old Procter & Gamble brand, is hiring Mr. Millan to help with a different sort of behavior modification: getting consumers to forgo traditional floor cleaning devices and buy Swiffer products.
“Mops and brooms are really what we’re going after,” said Marchoe Northern, a Swiffer brand manager, adding that women were the target consumers. “It’s really about habit adaption at first — getting the Swiffer in her house — and then habit formation.”
P&G: I’m not a woman. I’m your target. Stop being so sexist.