Dawn

Client : Dawn

URL : View Project

case study: dawn power dish brush

Brand :

Product : blank

Category :   Dish Care

background:

  • When Dawn planned their launch of a new version of its Power Dish Brush  that now contains a soap dispenser, they first needed to move their excess  inventory of existing product. The urgency came from the fact that this  inventory might overlap with the new model launch.

objective:

  • Develop a DRTV spot designed to introduce and generate in aisle  awareness of the Dawn Power Dish
    Brush by establishing it as  breakthrough innovation in dishwashing.

target:

  • Female, 25-49

challenges:

  • Create immediate in-aisle awareness on a never advertised product. Generate fast sales without degrading
    product that was about to experience re-launch.

background:

  • When Dawn planned their launch of a new version of its Power Dish Brush  that now contains a soap
    dispenser, they first needed to move their excess  inventory of existing product. The urgency came from the fact that this  inventory might overlap with the new model launch.

objective:

  • Develop a DRTV spot designed to introduce and generate in aisle  awareness of the Dawn Power Dish
    Brush by establishing it as  breakthrough innovation in dishwashing.

target:

  • Female, 25-49

challenges:

  • Create immediate in-aisle awareness on a never advertised product. Generate fast sales without
    degrading product that was about to  experience re-launch.

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Does Your Product Have What It Takes for DRTV Success?