Swiffer Ad With ‘Rosie the Riveter’ Pulled

June 5, 2013 Updated: July 18, 2015

Swiffer ad removed: Swiffer said it will remove images of Rosie the Riveter, the World War II-era figure used to empower women during the wartime era, after some complained it was insensitive and sexist.

Twitter user Heather Bezchissa first spotted the ad and wrote: “We can do it! Because cleaning kitchens is a woman’s work. #swiffer #sexist.”

The ad features woman dressed like Rosie the Riveter holding one of the company’s Steam Boost mop.

“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,” Swiffer said in a statement posted on Twitter Wednesday.

On its Twitter account, the company individually responded to a bevvy of complaints lodged at it.

“We’re listening and we’re so sorry to those we offended with our ad. We’re working as fast as we can to remove the ad,” it said.