Dawn Touts New Line Via 'Hand Talent' Contest

When Procter & Gamble introduced its Dawn Plus Hand Renewal line last month, it claimed that the dish soap can "improve the look and feel of your hands." The company this week took that claim a step further with a new campaign that invites consumers to show off their talented hands.

The effort is part of P&G's push to inject new life into the typically stagnant dish care category. TV spots for Dawn will be refreshed next week to include a link to a microsite, DawnHandTalent.com, which went live this week. Through Nov. 24, consumers can tune into one of five weekly performances on the site