Nationwide Survey Reveals Insight Into the Modern Day Cinderella

Nationwide Survey Reveals Insight Into the Modern Day Cinderella

New Swiffer WetJet Launches In Conjunction with Cinderella Special Edition DVD

CINCINNATI, Sept. 14 /PRNewswire/ -- It's no surprise that floor cleaning is the least desired chore on everyone's list. From the days of Cinderella to the present, people have always dreaded this labor-intensive task. Unfortunately, unlike people today, Cinderella didn't have access to a Swiffer(R), which is transforming the way we clean in amazing ways that have never been seen before. These transformational qualities make the Swiffer WetJet(R) a perfect tool for the modern day Cinderella. To gain more insight into how the chore of floor cleaning has been transformed, Swiffer polled consumers nationwide and found some amazing results(1).

Most of our respondents said, unlike Cinderella, they rarely see their reflection on the floor after cleaning (46%), regardless of the time and effort they put into the task. Swiffer wanted to find a solution to this problem and asked respondents what improvement in floor cleaning would help them achieve the same results. Survey respondents overwhelmingly said that replacing heavy mop heads with lighter, easy to use implements (84%) would do the trick. As luck would have it, the new Swiffer WetJet mopping system has arrived just in time to transform the dreadful chore of floor cleaning into a quick and easy task.

The new Swiffer WetJet now features improved spraying to enhance its overall performance and a new purple color. In addition, the WetJet pad traps and locks dirt away instead of leaving it behind like a traditional mop and bucket -- so your floors are cleaner. Even your fairy godmother couldn't produce a more thorough clean than the Swiffer WetJet!

To support the launch of the new WetJet, Swiffer, together with Buena Vista Home Entertainment, is celebrating the release of the Cinderella Special Edition for the first time ever on DVD October 4, 2005. As part of the celebration, Swiffer is sponsoring the Cinderella Ball, a magical, fun-filled event with family friendly activities for both children and parents alike, which will be held at the Waldorf Astoria Hotel in New York City on October 2, 2005.

"Swiffer WetJet is transforming the way we clean in amazing ways that have never been seen before, making it a perfect fit with the launch of the Cinderella Special Edition DVD, which tells the story about a young girl's miraculous transformation," said Kristine Decker, Swiffer Brand Manager. "The Cinderella Ball will give families a chance to experience the new Swiffer WetJet and be transformed into a modern day Cinderella."

To coincide with the Cinderella Ball and to further celebrate the launch of the new Swiffer WetJet, Swiffer ran the "Swiffer WetJet Cinderella Transformation Sweepstakes." Contestants were asked to log onto www.swifferwetjetcinderellaball.com to enter and now one lucky winner will receive a new WetJet, a personal transformation, and an invitation to attend the Cinderella Ball.

The new Swiffer WetJet will be available on store shelves in October in the household-cleaning aisle at mass merchandise and grocery retailers nationwide. While P&G does not set retail prices, the Swiffer WetJet's suggested retail price is $19.99. The new starter kit contains one battery- operated WetJet, one bottle of multi-purpose cleaning solution, three disposable cleaning pads and four scrubbing strips.

Buena Vista Home Entertainment (BVHE) proudly debuts the long-awaited two- disc Special Edition of Walt Disney's original beloved classic, Cinderella, on October 4, 2005. On DVD for the first time ever, the highly-anticipated release has been digitally restored and loaded with bonus materials that allow viewers to extend their movie experience and transport themselves into the magical world of Cinderella, and to gain fascinating insight into the animated classic with never-before-scene bonus features and footage. Also returning on VHS, both the DVD and VHS Special Editions will carry a suggested retail price (SRP) of $29.99. In addition, a special DVD Collector's Gift Set will accompany the release, priced at $49.99 (SRP).

About P&G (NYSE:PG)

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Head & Shoulders(R), and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

(1) Research conducted by GfK NOP, global market research, August 2005

Source: P&G

CONTACT: Madhu Katta, MS&L, +1-212-468-4372, madhu.katta@mslpr.com, for P&G

Web site: http://www.swiffer.com/ http://www.pg.com/

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