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.
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