case study: dawn power dish brush
Brand : 
Product : 
Category : Dish Care
background:
- When Dawn planned their launch of a new version of its Power Dish Brush that now contains a soap dispenser, they first needed to move their excess inventory of existing product. The urgency came from the fact that this inventory might overlap with the new model launch.
objective:
- Develop a DRTV spot designed to introduce and generate in aisle awareness of the Dawn Power Dish
Brush by establishing it as a breakthrough innovation in dishwashing.
target:
- Female, 25-49
challenges:
- Create immediate in-aisle awareness on a never advertised product. Generate fast sales without degrading
product that was about to experience a re-launch.
background:
- When Dawn planned their launch of a new version of its Power Dish Brush that now contains a soap
dispenser, they first needed to move their excess inventory of existing product. The urgency came from the fact that this inventory might overlap with the new model launch.
objective:
- Develop a DRTV spot designed to introduce and generate in aisle awareness of the Dawn Power Dish
Brush by establishing it as a breakthrough innovation in dishwashing.
target:
- Female, 25-49
challenges:
- Create immediate in-aisle awareness on a never advertised product. Generate fast sales without
degrading product that was about to experience a re-launch.
