ADDING MULTIMEDIA Two Time Emmy Winner and “Modern Family” Star Eric Stonestreet Helps Swiffer Spotlight Changing Households

  ADDING MULTIMEDIA Two Time Emmy Winner and “Modern Family” Star Eric
  Stonestreet Helps Swiffer Spotlight Changing Households and How Chores Can
  Be Easier with a Little Help from a Big Green Box

  New Swiffer Cleaning Index Reveals That It’s Time for American Families to
                            Have a “Cleaning Talk”

Business Wire

CINCINNATI -- July 23, 2014

In the next wave of the Swiffer Effect campaign that features the stories of
real life families and how they tackle every day cleaning challenges, Swiffer®
has enlisted one of America’s favorite funny guys and self-proclaimed “neat
freak,” Eric Stonestreet, to help America say “yes” to cleaning with a little
help from Swiffer and its famous Big Green Boxes.

Modern Family's Eric Stonestreet helps Swiffer spotlight how cleaning can be
easier with the help of ...

Modern Family's Eric Stonestreet helps Swiffer spotlight how cleaning can be
easier with the help of their famous Big Green Box, Wednesday, July 23, 2014,
in New York. Stonestreet unveiled his Swiffer Effect comedic video that he
created with his mom, available today at (Photo
by Diane Bondareff/Invision for Swiffer)

“Families are changing and so are the roles when it comes to cleaning,” said
actor Eric Stonestreet. “Americans feel men today are pitching in with
household chores nearly twice as much as their dads did growing up. Being a
bit of a clean freak and a single guy myself, I think that’s really cool. 
People may be surprised to know that I actually love to keep a clean house. I
used to be a broom and dustpan kind of guy, but now with Swiffer, a quick
touch up or thorough clean is easy and helps me enjoy my house to the fullest
… bare feet on the floors and all.”

Supported by a new cleaning survey commissioned by Swiffer, Eric joined
relationship expert Dr. Michelle Callahan today at Gary’s Loft, an event space
in New York City, to spotlight unexpected cleaning conversations among today’s
modern families, and the transformative effect when Swiffer makes it fun and
easy for everyone in the household to help out with cleaning. To kick off the
discussion, Eric shared his personal Swiffer Effect story and showcased where
he learned his standards of clean through a funny video
(, featuring his mom, Jamey.

Results of the first-ever Swiffer Cleaning Index^1 support the notion that
household chores are evening out among American families – as well as the need
to have a “cleaning talk” at home:

  *Cleaning tensions are high. The vast majority (85%) of American couples
    say that cleaning tensions add stress to their relationships at home.
  *It’s time to talk America! The majority (82%) of American wives don’t ask
    for help with cleaning because they don’t want to be a “nag,” yet the guys
    want to help! A whopping 61 percent of husbands said they would help with
    the chores if just asked.
  *Roles are changing. While 71 percent of women feel they do most of the
    cleaning in their home, Americans feel dads are now pitching in with
    chores nearly twice as much as their dads did growing up.
  *‘Mom’ is still the gold standard for clean home approval. Like Eric, 75
    percent of adults say they want to pass the “mom test” when they clean,
    meaning their mom or mother-in-law would be proud of the cleanliness of
    their home.
  *Cleaning can lessen arguments. Despite admitting to having an average of
    two cleaning disagreements in the past month, 96 percent of adult
    Americans say that having a clean home makes them happy.

“When family members pitch in with tasks around the home, like cleaning,
relationships are significantly improved,” said Dr. Callahan. “Likewise, when
they are able to quickly and efficiently get the cleaning done with help from
products like Swiffer, life can be so much better and happier.”

To help alleviate household cleaning tensions and initiate a conversation with
household members about helping with cleaning chores, Dr. Callahan offered the
following tips:

  *Tip #1: The majority of women surveyed (59%) say that cleaning tensions in
    their home are caused by dirty or sticky floors and/or little pieces of
    food or crumbs on the floor. I see this as a huge opportunity for all
    family members to contribute to the household chores. Not sure where to
    start? Ask for help and hand over the Swiffer for shared responsibilities.
  *Tip #2: According to the Swiffer Cleaning Survey, 89 percent of wives say
    that “cleaning tensions” in the home are adding stress to their
    relationships. Interestingly, 80 percent of husbands feel the same way.
    When both parties are open to having the “cleaning talk” it opens the door
    to shared responsibilities which are proven to ease tensions in any
    relationship – roommates, married couples or even parents and their

To celebrate the positive consumer support that the Swiffer Effect campaign
has received from the moment it was introduced with the beloved couple Morty
and Lee, the brand is asking fans to follow @Swiffer on Twitter today for a
special announcement regarding the Big Green Boxes made famous in the ad spots
– and that America has been asking about!

For more information on the Swiffer family of products, visit, or

About Swiffer

In 1999, Swiffer made its debut and soon established itself as both a pioneer
in the cleaning systems category and a pop culture icon. Swiffer products have
starred on “Saturday Night Live,” have been featured in Hollywood blockbusters
and have graced the cover of Rolling Stone. With the support of Swiffer fans
around the world, Swiffer has built a family of distinctive products built
smarter than traditional cleaning tools. Today, Swiffer^® Sweeper, Swiffer^®
Sweeper Heavy Duty, Swiffer^® SweeperVac^®, Swiffer^® WetJet^®, Swiffer®
Dusters^®, Swiffer^® 360° Dusters, Swiffer^® Dusters Extender, Swiffer^® Dust
and Shine and Swiffer ^®Steamboost^® are used in more than 50 million
households worldwide and continue to revolutionize the way people clean.

About Procter & Gamble

P&G serves approximately 4.8billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®,
Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®,
Wella® and Whisper®.The P&G community includes operations in
approximately70countries worldwide. Please visit the
latest news and in-depth information about P&G and its brands.

^1 Methodological Notes: The Swiffer Cleaning Index was conducted by Wakefield
Research ( among 1,000 nationally representative
U.S. adults ages 18+, between June 12^th and June 20^th, 2014, using an email
invitation and an online survey. The margin of error for this survey is +/-

Photos/Multimedia Gallery Available:



Procter & Gamble
Elizabeth Ming, 513-983-6477
Citizen Relations
Alix Parkinson, 212-613-4972
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