Dawn campaign flings some dirt

07/26/2010 | Brandweek

In a new ad campaign, Procter & Gamble dishwashing brand Dawn says it is twice as powerful as a competitor, which is unnamed but shown in a bottle resembling that of Colgate-Palmolive's Ajax brand. The campaign, with the tagline "One bottle has the strength of two," is a departure for Dawn, which usually focuses on its own attributes in advertising.

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