Dawn
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The Challenge

Dawn is really, really, really good at cleaning greasy dishes. In fact, Dawn Ultra has three times more grease cleaning power than its leading competitors. But how do you bring that abstract-sounding claim to life? That was the challenge Dawn gave to Citizen: to tell a captivating brand story that created conversation and showcased the power of Dawn.

The Insight

We realized that it was hard for consumers to picture how far of bottle of Dawn could really go. If we could show the cleaning power in an obvious, visual way, we could build a compelling narrative around it. That’s when we started doing the 

numbers and figured out that a family of four could easily dirty up to 1800 dishes in a month! Dawn R&D told us that a single bottle can clean up to 5,760 plates  – three months worth of dishes! But how could we show it?

The Idea

To put Dawn to the ultimate test, we decided to clean up after the ultimate family meal. So we travelled to Lambertville, New Jersey (pop. 3906) and invited the whole town to dinner. Literally, the whole town. We brought 200 caterers, a 2000-foot table and TV personality Tia Mowry as our hostess. Oh, and a whole lot of media to cover it. In the end, one bottle of Dawn cleaned all 6,002 plates – even more than we expected. To amplify our giant stunt, we created the #FamilyDinnerWithDawn hashtag and promoted it via influencers while Tia did a tour of morning shows and print interviews. Our gigantic family dinner became a pretty big story! 

Results

Helping Moms have the “Smell Talk”