Dawn makes oily wildlife shine. Imagine what it does on dishes!

Posted on Wed May 5 2010

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

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

Posted on Tue Aug 11 2009


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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