According to a recent ranking of ad effectiveness, Dawn detergent has risen to the top of the list with its prescient effort linking the product to cleaning wildlife soaked in oil. The cause –related message, which includes a $1 donation per bottle, was launched on April 7th, timed to coincide with Earth Day on April 22nd. But 13 days later the BP rig exploded in the Gulf of Mexico, and the campaign took on a whole new meaning and urgency. (McClellan, 2010)
This campaign is not a new direction for them. The pivotal role that they played in the clean-up from Exxon Valdez in 1989, put them on my radar screen. Then a helpful gardening maven at Union Square told me to use diluted Dawn to clean the bugs off my Jasmine plants. Is it any wonder that I have been a loyal customer for as long as I can remember?
But at this point, the highest compliment that I can give them is that I don’t mind the forced donation. The Gulf needs all the help it can get.
You can view the commercial here:
McClellan, S. (2010, July 6). Dawn Ultra’s Oil Spill Cleanup Spot Crowned Most Effective Ad. adweek.com. Retrieved July 7, 2010, from