We set out to change consumers’ perception of Dawn as a commodity dish soap. Our target can feel good about buying Dawn since it’s the only brand used to clean wildlife caught in oil spills.
Dawn does more than clean dishes, it cleans wildlife, saving more than 70,000 animals since the initiative began over 30 years ago. So we decided to show a dish so clean you can see a reflection in it. But instead of showing the expected reflection of the environment the plate is in or the person holding it, the shadows reveal a silhouette of the wildlife they’re saving. The headlines invite people to eliminate grease and save wildlife.
Clients were pleased. Sales were strong enough that the client donated another $1million to Dawn Saves Wildlife for next year.