• Through consumer research, Procter & Gamble identified a trial barrier that was impeding growth of the Swiffer brand at Wal-Mart. • P&G, in collaboration with Wal-Mart and ad agency Saatchi & Saatchi X, redesigned the Swiffer aisle as part of a 108-store test. • Sales improvement was so significant, the redesign was rolled out nationwide and to additional chains. Procter & Gamble had a problem: About 10 years after its successful Swiffer surface ...

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