Dumb, Undifferentiated and Really Effective: Dawn Dish Soap Promotions
August 4, 2010 ‐ 2 comments
800 days ago we wrote, "looking and sounding different is not the be-all and end-all of branding." It appears that the marketing geniuses at P&G have been taking BrandCulture's admonishments to heart! The FMCG giant has traditionally advertised Dawn, the #1 dish detergent in the country, around differentiated, value-added features: Direct Foam, Direct Foam with Bleach Alternative, Red Apple Scent with Vinegar Alternative, yada, yada, yada, see the full Dawn range of products here. A recent BrandCulture purchase (pictured below) reveals a decidedly different approach. In case the fine print under the attention-grabbing 40% MORE isn't clear, see a close-up below. Here's the kicker - this was a 28 fl oz bottle! You know what we call this? Effective point-of-sale promotion. The claim to be delivering more product in your large bottle than your competitor does in a small bottle doesn't pass the straight face test, but how many shoppers actually put it to that test? Very, very few, we'll wager. The effect is that this bottle appears to be a better value. We've also read that the brand's managers are now trying to combat Ajax's more rapid growth with a new digital campaign that takes square aim at the lower-priced alternative (though Google's algorithms must have determined we don't influence household purchases enough to merit a viewing). If what your customers want is value, then that's what you've got to sell to them, even if your competitor is lower-priced. As we've said before, and as Dawn's masters appears to believe, good branding and marketing don't mean differentiating at all costs. Unless you're selling pizza. P.S. Animal-loving Dawn die-hards take note: you have to activate an online code in order to get Dawn to actually make good on the 1 bottle = $1 to wildlife promise. When it comes to misleading size comparisons we believe that all's fair in love and retail. But when it comes to ducklings? Well, Dawn is straining the boundaries of good ethics here.
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2 Comments >>
Naked Pizza = Pizza 2.0
2
March 24, 2011 4:52 pm
[...] If ever there was a food in need of a brand makeover, the noble pizza would be up high on the list.  Beloved by young, old and underutilized interventional cardiologists alike, the 3 billion pizzas served up in the US each year amount to 46 slices for each for the 94% of all Americans who admit to eating pizza. Although popular, the delicious cheesy dish, isn’t always known for a positive brand image . . . or heart-healthy content.  Indeed, the perennially popular pepperoni will exact its revenge: three slices from a 12-inch Papa John’s Thin Crust Pepperoni Pizza will fill your belly and arteries with 800 calories, 48 grams of total fat and a whopping 1,860 mg of sodium (the recommended dose of sodium for an entire day tops out at 2,400 miligrams). Add to the mix well-publicized brand fails of employee mishaps (remember the Dominos case in 2009 with this revolting employee video) and you have a branding challenge only the siren song of fat, sugar and refined flour can overcome. [...]
Tweets that mention Dumb and Undifferentiated: Dawn’s Effective Promotions -- Topsy.com
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August 4, 2010 3:32 pm
[...] This post was mentioned on Twitter by Eric Pinckert, Eric Pinckert. Eric Pinckert said: New fuzzy math: Dawn's "40% bigger" bottle http://tinyurl.com/2ajngnd [...]
 
 

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