Swiffer Sweep + VacLargest-selling vacuum cleaner of all time
Dirt Devil wanted to “out-Swiffer the Swiffer,” Procter & Gamble’s popular floor cleaner.
Nottingham Spirk, Dirt Devil’s open innovation partner since the 1980s, proposed another option: licensing the well-known Swiffer name, and combining it with a Dirt Devil cordless vacuum.
It was so successful that P&G later acquired the invention and relaunched it as the Swiffer Sweep + Vac. The continuous revenue stream of the consumable Swiffer replacement cloths that follows the initial purchase of the Swiffer Sweep + Vac, allowed P&G to extensively advertise the product. The design has been widely distributed in supermarkets, unprecedented for an electric floor care appliance.
The venture was possible because of our longstanding relationships with both companies and the product is protected by Nottingham Spirk developed patents.