Swiffer uses 'Rosie the Riveter' to sell mops

During World War II, when men were heading off to fight, women were being called into the factories to do little things like build airplanes, urged on by Rosie the Riveter's feminist battle cry, "We Can Do It!" Now, as one in four women are bringing home more money than their male partners, it seems mop-maker Swiffer wants to give women the confidence that they can still win the battle of the dust bunny. In a new ad campaign, an ad shows an image resembling the famed wartime poster, but the woman boldly holds a Swiffer mop. Swiffer is being criticized for the use of an image long held as an icon for powerful women and work equality. [Source]

UPDATE: Swiffer has dropped the ad in response to the backlash from consumers. "We are aware of all the conces and it is not our intention in any way to offend any group with the image," said Elizabeth Ming, a spokeswoman for Swiffer’s Home Care division. "We are working as quickly as we possibly can to make changes in any place she is used."