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In an age when every high-tech service touts its time-saving features, why shouldn’t dishwashing liquid get in on the act?
A new campaign for Dawn detergent, by New York shop D’Arcy Masius Benton & Bowles, re-emphasizes the Procter & Gamble brand’s positioning as a strong grease fighter and extends it by touting its time-saving benefits, said D’Arcy executive creative director Graham Woodall.
TV, print and outdoor work, which broke last week and has an estimated budget of $10 million, is tagged, “We all need a little Dawn time.”
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