Category :

Promo Lotus

Sub Category :

Best Integrated Promo Campaign

Title :

Dirty Dishes campaign

Brand :

Morning Fresh

Advertiser :

PZ Cussons

Advertising Agency :

DDB Group Melbourne

Executive Creative Director :

Grant Rutherford

Creative Director :

Jim McKeown, Nick Cummins, Brendon Guthrie and Tim Holmes

Copywriter :

Pat Lennox

Art Director :

Ben Green

Agency Producer :

Sarah Tonner, Briana McMunn and Janine Wertheim

Photographer :

Mat Baker, Katapolt

Computer Artist :

Mark White, Mike McGill, Ben Cooper, Carlo Cruz, Damian Buttler

Film Production Company :

Plaza Films

Director :

Paul Middleditch

Sound Production Company :

Risk Sound

The Objective :

After a decade of limited marketing support, the Australian dishwashing liquid category had lost its sparkle. Worse still, supermarket chains were aggressively promoting look-alike ‘own brand’ products in a fight for shelf space.

The Strategy :

We chose to break out of the category convention of straight product claims delivered via television, and made full use of new, customer driven media to engage consumers when they were at their most receptive. These non-traditional channels gave us greater scope to engage and bring the promotional idea to life – literally.

The Concept :

To highlight the dishwashing power of Morning Fresh, we designed and manufactured a special range of promotional dishes that when submerged in hot water, transform from super dirty to super clean in seconds.

The Results :

The entire sales team rallied behind the idea increasing ex-factory sales and building promotional displays in store. With a targeted social media program, www.dirtydish.com.au recorded 50,553 unique visitors in the first month and was a significant contributor to sales of 1.6 million packs in the first week.

Company Entering :

DDB Group Melbourne

City :

Melbourne