How Cleaning A Duck Turned Into A Marketing Bonanza

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Sometimes marketing opportunities can be found in the most unlikely places or events. Who would have thought that a dishwashing liquid would play a large role in the BP oil cleanup in the Gulf? That is exactly what is happening and consumers everywhere are taking note.

Remember the Exxon Valdez disaster and, more specifically, the images of Exxon workers using paper towels to clean up oil from the pristine Prince William Sound in Alaska? Fast-forward almost exactly 20 years and a new and unexpected method has been found to help the wildlife shower-off nasty petroleum slime found along the gulf coast. The U.S. Fish and Wildlife Service has identified Dawn as the shower gel of choice for those unfortunate birds who have been found at the wrong place, at the wrong time.

No doubt someone at Proctor & Gamble invested considerable effort convincing the FWS on the “tough on grease yet gentle on animals” merits of this product. A benefit likely discovered by accident but now seen as sheer genius. That’s because someone also recognized it as an opportunity to make Dawn much more than “duck shower gel”. It takes Dawn’s most basic product formula, demonstrates the brand’s primary value as a grease remover, adds an exceptionally powerful emotional benefit as a wildlife protector and tops it all off by positioning the brand in an environment to shine with no other competitors sharing the spotlight.

And no matter how many bottles of product P&G donates to the cleanup, their financial investment is going to pale in comparison to the return. With over 209 media mentions in just the first few days alone, the exposure is priceless and sales from consumers who see the brand as a hero are going to be huge.

Our take on this unusual story is that details matter when it comes to building brands. Marketing teams rightly concentrate on the big picture in their marketing campaigns, but every so often a small advantage can deliver an unexpectedly large benefit. So look at everything about your product with an eye for opportunity.

Read more about how to clean a duck.

If you want to talk to someone about discovering the opportunities in your brand, contact us today by e-mail or phone, 903-534-5220.