Swiffer put up a new ad for its Steam Boost mop on Wednesday (June 5) and less than a day later, the company took it down amidst outcry of how sexist it is.
The ad received criticism for using the famous icon Rosie the Riveter in a new iteration that exchanges her “we can do it” arm for a Swiffer mop. Rebecca Greenfield of the Atlantic Wire calls it “a symbol of female strength, now put back in the kitchen, where the
suits over at Proctor & Gamble apparently thinks she belongs.”
Rosie the Riveter was originally conceived to get women out of the home and working for the war effort during World War II.
The company has released a statement, writing, “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 also tweets, “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.”
Hey, at least the ad didn’t imply the housewife wants to get double-teamed by some plumbers.