Dawn saves wildlife

Rarely do corporations and conservationists find common ground. Proctor & Gamble, International Bird Rescue, and the Marine Mammal Center were able to do just that with the initiative “Dawn Saves Wildlife”. This wasn’t an invented marketing ploy. Dawn dishwashing detergent is the only cleaner wildlife experts use to clean animals caught in oil spills. That fact commanded a fully-integrated celebratory campaign that moved Dawn from a brand people buy to a brand people buy into. 

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LAUNCH EVENT

We teamed up with PR agency Citizen to honor those birds and marine mammals with a 3D exhibit that soared along the walls of New York City’s Vanderbilt Hall in Grand Central Station to visually tell the story of Dawn’s Wildlife legacy over the past 40 years.

Dawn’s Dual-Messaging Approach

Dawn runs its cause marketing commercials in tandem with value-related advertising. Click here