“We can do it!”…housework that is.
Swiffer has decided to remove the image of a Rosie the Riveter-like female from advertisments for its new Swiffer Bissell Steamboost mop after receiving a bevy of complaints about the ads, according to the Huffington Post. The complaints stem from the fact that the new ad actually contradicts the original purpose of the Rosie the Riveter campaign by encouraging women to clean their homes instead of work.
While the classic image of Rosie the Riveter — donning a red bandana, rolled up sleeves and a flexed bicep while gripping a Swiffer mop — isn’t exactly the same as the woman on Swiffer’s ads, it sure is similar.
Westinghouse Electric’s classic Rosie the Riveter poster was first unveiled during World War II as a way of inspiring women to shed their traditional housewife-roles and take on new responsibilities as factory workers producing ammunition and supplies for the war.
“We can do it!” the ad stated.
Heather Beschizza first spotted the advertisement last weekend.
We can do it! Because cleaning kitchens is a woman’s work. #swiffer #sexist instagram.com/p/aD7wrDuJ3i/
— Heather Beschizza (@hbeschizza) June 2, 2013
Responding to an email request from the Huffington Post, a Swiffer spokesperson wrote, “We are aware of the concerns regarding an image in a Swiffer ad. Our core purpose is to make cleaning easier for all consumers, regardless of who is behind the handle of our products. It was not our intention to offend any group with the image, and we are working to make changes to where it is used as quickly as possible.”
And Tuesday, the company launched a promotional tweet on Twitter in an effort to clean up their mess.
Our core value is to make cleaning easier, no matter who’s behind the handle. We apologize and are working hard to remove the image.
— Swiffer (@Swiffer) June 4, 2013
