The Dawn Advertising Campaign: A Simple Review
The new Dawn advertising campaign is bashing the rival brands aggressively. The new ad campaign can be seen all over the media including TV, print and billboards. The campaign goes along claiming that the Procter & Gamble owned dish care brand’s one bottle is more powerful than two bottles of the unnamed rival brand.
The ad doesn’t explicitly name the rival product but the tall, slender, detergent bottles shown in the ad resemble the low priced Ajax dishwashing liquid produced by Colgate-Palmolive; criticizing the rivals is a new strategy adopted by the Dawn marketing heads. Earlier, Dawn was usually focused on publicizing product attributes like their disposable c fold face cloths, or body care line.
One such previous ad, marketed the Dawn washing liquid as a high quality dishing liquid that not only washes the dishes but beautifies hands too. The tag line of the ad was “transforms the feel of your hands in just five uses”. Though, this did not work well, as market data showed more business for Ajax as compared to Dawn and this new ad campaign had to be launched in its wake.
The market report showed that during the old campaign which lasted for the past 52 weeks, the market showed an 18.3 percent growth in Dawn sales meaning a rise to $147.1 million. Meanwhile, Ajax had a growth rate of 22.8 percent bringing it to $99.7 million.
Procter & Gamble are now hoping that the new ad campaign would soon turn tables. The brand manager for Dawn, Dan Jackson, explained that the new campaign is aimed at making consumers change their shopping habits developed throughout the previous year. The shopping habit of buying everything that has the lowest price tag on it is not fruitful for them. This habit doesn’t necessarily save them money, he said.
Later, he quoted a research saying that they have found out by using Dawn, the consumer saves more money as it does the job while being used in lesser proportions than its rivals. Jackson has claimed that this new ad campaign is the “biggest brand equity message” for many years.
This new campaign seems to have caught the eyes and senses of the average consumer and is being talked about on a regular basis. The ads used are simple and effective and should continue to work well for the brand.