Coldwell Banker’s CMO explains the cause marketing tie-in: “We’ve historically focused on finding homes for people… Well, why can’t we find homes for dogs?”
For each bottle of Dawn sold, P&G donated $1 (up to $500,000) split equally between International Bird Rescue Research Center and Marine Mammal Center.
P&G uses ‘Save Wildlife’ cause marketing to demonstrate Dawn Dish Soap’s product benefits (i.e., effective on oil grease yet gentle on hands — and bird feathers).