Swiffer enlists 'Dog Whisperer' to promote domestic cleaning products - 16/02/2010

Cleaning brand Swiffer has enlisted the help of animal behaviour expert Cesar Milan to promote a range of domestic cleaning items for householders with pets.

The Procter and Gamble brand said it aims to target female consumers with the new products and use Millan, better known as the Dog Whisperer, to appeal to pet lovers, the New York Times reports.

Swiffer estimates that half of the consumers it wants to reach have pets, so the house cleaning products will resonate with them in particular.

Marchoe Northern, brand manager at Swiffer, told the NY Times: "Mops and brooms are really what we're going after.

"It's really about habit adaption at first - getting the Swiffer in her house - and then habit formation."

Millan, who gained fame through his television programme in which he rehabilitates dogs with behavioural problems, said he was using Swiffer long before he was approached by the company, so he was only too happy help promote the domestic cleaning products.

"I came into my marriage with a pack of dogs and my wife said she didn't want the smell in the house, so I'm the one who cleans the house," he said.

London cleaning companies provide expert house cleaners to deal with all common household complaints.