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).
These birds, once affected by oil, are heading back home thanks to Dawn.
[The only brand trusted by International Bird Rescue.]
Rescue workers only trust Dawn because it’s tough on grease yet gentle.
[Dawn Helps Save Wildlife]
Dawn Saves Wildlife – Related Commercials
Notice how these commercials authentically convey Dawn’s commitment to saving wildlife while also demonstrating key product benefits:
Dawn’s Dual-Messaging Approach
Dawn Dish Soap runs its cause marketing commercials in tandem with value-related advertising. (Dawn’s value advertising demonstrates that its ultra concentrated formula “has the grease cleaning power of two bottles of a bargain brand”.)
For instance, the following ad ran concurrently with “Home”:
‘Dawn Saves Wildlife’ Case Study
A broader review of Dawn’s cause marketing is described in the Dawn Saves Wildlife Case Study.