Procter & Gamble continues to play up Cascade’s value message with a new campaign breaking next week that promotes the cleaning benefits of its ActionPacs.
The latest creative shows how one tablet of the ActionPacs—a pre-portioned, single-use dishwashing detergent—can effectively clean a whole washer full of dishes. Called “Dare to Fully Load It,” the effort comes as consumers pare down on name brand household purchases, including dish care.
One spot, running Monday, shows a father and his son trying to push the limit with the number of dishes they can stack in their washer. “Think you’ve still got what it takes, buddy?” he asks as the two cautiously try to put some cups into the washer. Seconds later, the glass drops and his wife asks what’s going on. “Trying to beat my record. Sixty-one dishes and a garlic press,” he tells her matter-of-factly.
Cascade brand manager Kevin Wenzel said the campaign taps into consumers’ need to save money, while spending more time at home. “With consumers dining at home more, they want to run their dishwasher when it is loaded all the way. However, there is often doubt that their detergent will be able to handle the full load,” he said.
The new creative, therefore, assures consumers that their dishes will come out clean the first time around. In the end, the consumer saves money by not “wasting water, energy and additional product,” Wenzel said.
The move also signals a consumer shift towards convenient single-dose, multi-benefit products. P&G launched ActionPacs (last August) for this purpose. Sibling household care brand Mr. Clean also has been moving towards a similar positioning, with earlier ads by Grey, New York, showing the brand doing the work of three cleaning products.
P&G is also running print ads in People, Family Circle and Better Homes & Gardens. One shows a drawing labeled with all the possible plates and silverware that will fit into a dishwasher’s first rack, and, next to it, the actual soiled dishes, neatly stacked up. “Whatever you do to load it up, Cascade gets it clean,” the tagline says.
The online component includes a customized version of Web game Diner Dash on Cascade’s Web site. The original version, developed by Gamelab, has players helping Flo, a stockbroker turned restaurant entrepreneur, navigate the daily ins and outs of her business (serving, cleaning up after customers, etc.) Cascade will sponsor free plays of the game, which is normally available on WildTangent.com. The color scheming and logo placement has been changed to reflect Cascade’s branding, Wenzel said.
Dollar sales of Cascade ActionPacs were up 9.55 percent to $97 million for the 52 weeks ended Aug. 9, according to IRI. (Excluding Walmart sales.) Unit sales, however, were down 7.63 percent during that same period.
P&G spent $24 million in measured media for Cascade last year. Through June of this year, the brand spent $15 million on U.S. advertising, excluding online, per Nielsen.