Dawn called on Concept One to help grow share by converting consumers loyal to Palmolive — a brand long associated with “care.”
Our insight: Dawn didn’t have to choose between strength and softness. Wildlife rescue teams were already proving Dawn was both — strong enough to cut through oil, yet gentle enough to save the creatures caught in it.
We saw an opportunity to turn a routine purchase into a chance to make an impact.
We turned that truth into a movement, bringing Dawn Saves Wildlife to shelf, online, and on-air, inviting consumers to join the rescue with every purchase.
Dawn cleans up in the wild — and in the aisles.
Not just green. Evergreen.
Since we first brought “Dawn Saves Wildlife” to retail and on air in 2008 the program has helped save over 150,000 animals and contributed more than $4 million to wildlife partners — and it’s become an evergreen part of the brand’s story.
