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August 11, 2009

Dawn still helping animals two decades after Exxon's big oil spill

Posted on Tue Aug 11 2009

Duck-detail

We can't get over how cute the animals are in this new Dawn campaign, which resurrects the brand's positioning as tough enough to be used on grease yet gentle enough to help clean wildlife animals caught in oil spills. (Dawn was indeed used to de-grease otters after the 1989 Exxon Valdez oil spill.) The Procter & Gamble brand is running the print and online ads, via The Kaplan Thaler Group in New York, to help raise $500,000 for animal rescue groups.

—Posted by Elaine Wong

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