Dawn is running a cause-related marketing program backed by TV advertising. In the spots no dishes are cleaned. Instead ducks soiled by industrial waste are cleaned.
According to Dawn’s SaveADuck.com web site, it takes fifteen bottles of Dawn to save one duck from the horrors of an oil spill. The site also points out that half a million birds die each year from oil spills, leading me to think that the wildlife conservation market is a growth opportunity for Dawn.
I like it, though when I was googling to figure out which agency has the Dawn account, I came across this:
http://www.adweek.com/aw/creative/best_spots_02/020923_06.jsp