• Brandweek, Monday, September 24, 2007 11:45 AM

Procter & Gamble is dividing its Dawn liquid detergent into three tiers--premium, plus and base--and will support a massive restaging of the billion-dollar brand with a $65 million marketing effort. By creating tiers, P&G says it will be able to offer consumers added benefits and help drive product sales.

The premium tier features Dawn Direct Foam and Dawn Simple Pleasures. The plus line includes Dawn Plus Odor Eraser, Dawn Plus Oxi and three scents of Dawn Plus Power Scrubbers. The base tier includes the original blue scent as well as anti-bacterial formulas, both in Ultra Concentrated and non-Ultra SKUs.

TV and print during the first six months of fiscal 2008, which runs through June, will focus on the tough cleaning benefits of the Plus line. The second half advertising will address Dawn's value, based on its cleaning power. Marketing for Dawn Simple Pleasures includes print in select women's and shelter magazines, plus online. P&G also has created a new bottle design for both the Plus and base lines.

Read the whole story at Brandweek »