Like Devo before them, Warner Bros. artists like Aretha Franklin, Queen Latifah and Sixpence None The Richer are adding spice to the home cleaning experience.
Devo’s “Whip It” is prominently featured in the Procter & Gamble Swiffer commercials. Now, Warner Strategic Marketing has gone a step further by partnering with P&G for its “Take the Bore Out of the Chore” program.
From now through May, one of three compilation CDs is free with a mailed-in proof of purchase from any two P&G products, including Swiffer, Mr. Clean, Dawn, Cascade and Febreze. Consumers can choose from the 10-track albums “Tried and True,” “Hip-Hop Soul” and “Pop/Rock.” Digital Underground, Sugar Hill Gang, Ryan Cabrera and Tyler Hilton are among other acts included on the albums.
“More so than just offering consumers a unique compilation of their favorite artists, the program allows consumers to play the music while they tackle their cleaning chores at home — something we’ve found they really like to do,” P&G home care brand manager Aaron Eisel tells Billboard.biz.
Eisel says a study conducted prior to the project found that while “an overwhelming number of women (18-49) say they listen to music, only a small percentage say they download music from the Internet. We are mindful of our consumers’ daily routine, and based on these findings, we felt that CDs were a natural fit.”
The Recording Academy kicked off the project by including the CDs in the Feb. 13 Grammy gift bags.
“A presence at the industry’s most prestigious awards show was the perfect launching pad to establish the connection between cleaning and music,” said Eisel.