Saatchi Cuts the Preliminaries in Ads for Cascade

Agency›s Proposal Takes ˜No Rinse” Positioning One Step Further
NEW YORK„Building on a successful ˜no need to rinse” positioning, Saatchi & Saatchi is developing a new campaign for Procter & Gamble›s Cascade. It wraps ˜What if?” style humor around traditional images of clean dishes, sources said.
Creative concepts now being tested employ silly vignettes to illustrate how Cascade allows consumers to skip the step of rinsing dishes before loading them into a dishwasher. New ads are expected to air in May.
In one spot, a man taking a woman out on a first date skips courtship and immediately proposes marriage, sources said. It ends with images of the happy couple honeymooning in Niagara Falls.
Another execution shows a recent college graduate who goes shopping for a retirement home, skipping a career altogether, according to sources.
The new work, which will include additional spots for P&G, is ˜upping the ante a little bit,” a source noted.
As proposed, each ad will include images of dishes cleaned by Cascade, the top-selling automatic dishwasher detergent in the United States.
The P&G brand recorded $272.3 million in sales during the 12 months that ended April 5, 1999, far ahead of rivals Electrasol ($91.5 million), Sunlight ($86 million) and Palmolive ($54.4 million), according to Information Resources.
Still in development, rough cuts of the ads are being shown to focus groups. If the response is positive, Saatchi will start shooting early this year. Damon Jones, a P&G representative, confirmed that a new campaign was in the works but refused to discuss specifics.
Previous TV spots also touted Cascade›s tough-rinsing ability. A recent Saatchi spot for Cascade Pure Rinse featured a woman and her mother, who is seen frolicking with her grandchildren.
In the first nine months of 1999, P&G spent $16.9 million in ad media on Cascade, per Competitive Media Reporting. In 1998, ad media totalled $26.4 million. K