I was in the grocery a few months ago and made my monthly trip down the cleaning supplies aisle for my bottle of Dawn. I noticed that Dawn had launched a new marketing strategy, branding its dish cleaning soap with various pictures of wildlife. It also stated that for each bottle purchased, Dawn would donate $1 to help save wildlife.
As an avid Dawn user, I would have purchased the bottle anyway, regardless of the donation to wildlife, but as the bottles have sat by the sink, each picturing a different animal: penguins, ducks, birds, and even bats,
I’ve grown fond of the campaign and realized tonight that I almost view the bottles themselves as a collectors item. Which animal will I help save next?
Tonight as I walked through the grocery, it was a duck, and I really want to save it. It’s a brilliant marketing campaign.
About the Author
Brooks A. Brown is the founder and principal of Shout Out LLC, a Knoxville, Tennessee-based marketing, public relations, and communications firm serving clients throughout the nation.
