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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.
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