How much Dawn dishwashing soap does it take to clean up an oil spill of Ohio/Puerto Rico/Exxon Valdez proportions? Procter & Gamble is about to find out, continuing what I rate as one of the heart-tugging-est programs any marketer's ever done. Working with two wildlife groups—the International Bird Rescue Research Center and the Marine Mammal Center—P&G will use boatloads of Dawn to clean up the wildlife soaked by BP's horrific Deepwater Horizon spill in the Gulf of Mexico. The company is stepping up deliveries from its Kansas City manufacturing plant. Get ready for the sight of adorable otters and dolphins getting scrubbed clean with dishwashing liquid. Never fails to put a lump in my throat. Yeah, I'm a softy when it comes to animals, but this program, which actually does stretch back to the Exxon Valdez, brings out the best in the marketer and the brand. And just imagine what it can do for your crusty dinner plates!
—Posted by T.L. Stanley