Less than a day after the web noticed that Swiffer had drafted Rosie the Riveter for its Steam Boost mop advertising campaign with a glammed up version of the feminist icon, the company has already taken down the splash page. "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," the company said in a statement. And it has made quick moves on that promise. The official Steam Boost website now redirects to Swiffer's homepage and the company is also doing some damage control on its Twitter accoumnt. Twitter user Heather Beschizza, who first brought the ad to our attention, however, told us she saw the cleaning lady on a Sunday morning insert — so some rogue Rosies are likely still out in the wild.
Of course, Rosie was only an egregious example of the common sexism in cleaning product commercials. The three Swiffer ads currently featured in its media room all revolve around women fostering romantic relationships with the cleaning aids. But, hey, at least Proctor & Gamble isn't sullying a feminist icon in the process anymore.
- Rosie the Riveter