Rosie the Riveter – an iconic image associated with female strength and courage during World War II – has recently been given a slight ‘makeover’ by household cleaning brand Swiffer.
Naturally, many women are upset Rosie has gone from selling power and pride to mops and other kitchen appliances.
Initially used during World War II to encourage women to take over the roles commonly filled by men who were off fighting at the time, the image of Rosie wound up persuading thousands of women nationwide to take over jobs in plants, factories, and warehouses.
But now, the image of Rosie with rolled up sleeves, a flexed bicep and the slogan ‘We Can Do It!’ has been replaced by a women – seemingly a housewife – holding a mop with a gentle smile on her face.
The image was picked up by several news site after a woman posted the controversial ad with a mocking tweet that read, “We can do it! Because cleaning kitchens is a woman’s work,” #swiffer #sexist.
After a wave of negative backlash from females and males alike, Swiffer released a statement to the Huffington Post that read.
“We are aware of the concerns regarding an image in a Swiffer ad. Our core purpose is to make cleaning easier for all consumers, regardless of who is behind the handle of our products. 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."