Consumers were not pleased with Swiffer's newest ad depicting World War II icon "Rosie the Riveter." The original intention of the feminist icon was to promote women working outside of the home during wartime - Swiffer used Rosie to encourage women to buy a mop.

The Swiffer ad's timing is off. A recent poll from the Pew Research Center found that American women are the primary breadwinners in 40 percent of households with children. These working moms are not happy with the idea that Rosie is being used to advocate for their work at home, rather than work at a paying job.

Boing Boing's Heather Bezchissa spotted the ad and tweeted about it. Her caption referenced the slogan that was associated with "Rosie the Riveter": "We can do it! Because cleaning kitchens is a woman's work. #swiffer #sexist"

According to The Huffington Post, the Women's Fund of New Hampshire was equally unimpressed. They tweeted: "Swiffer tells women 'We can do it!' 'It' in this case being housework. We're super unimpressed."

"The whole point is that Rosie symbolizes women's DEPARTURE from being solely responsible for homemaking. This ad is backwards," Raina Douris on Buzzfeed.com.

Swiffer has apologized for their use of the icon in their newest ad. "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 said in a statement, which they also posted on Facebook and Twitter.

Many companies in 2013 still target women in the home. According to Yahoo! News, the same research that shows the number of women breadwinners is increasing in America, women still do most of the housework, thus leading companies to target women when advertising for household products.

Mr. Clean makes women swoon as they scrub the kitchen while he watches. The icon for Brawny wears a flannel shirt and assists women with paper towels to clean scary messes, Yahoo! News reports.

While it doesn't look like these advertisements will change their target audiences anytime soon, it seems like women are starting to find some of these ads unacceptable for modern working moms.