(CSR making news)
Dawn Dish Soap:
Gentle on ducklings, tough on competitors.
WHEN IT COMES TO DAWN DISHWASHING LIQUID, IT WAS NOT THE BRAND THAT CHOSE THE CAUSE BUT THE OTHER WAY AROUND.
In 1989, during the Exxon Valdez spill, Marine Mammal Center & International Bird Rescue volunteers found Dawn best at cleaning crude-covered birds.
The brand figured prominently in media accounts of this disaster, as it has in animal-rescue coverage since. (As when, during the 2010 BP oil spill disaster, the company shipped 2,000 bottles of Dawn dish soap to the Gulf region.)
As testament to its authentic 30+ year environmental commitment, the company donates $1 to wildlife groups each time a consumer buys a bottle of Dawn and visits a website that features volunteer opportunities.
Donations top $100,000 annually.
At the supermarket, Dawn leaps out from the shelves with its product label messaging ‘Dawn Helps Save Wildlife’ combined with images of otters, ducks & other wildlife.
Rescue efforts highlighted in social media and tv spots rated among ‘the most effective in the industry’, by trade publication adweek.
“A really great, powerful way to reinforce our messaging of being tough on grease but gentle on hands”
-Susan Baba, a P.& G. spokeswoman.
In addition, the company regularly hears from customers making the point of their brand loyalty being tied to the cause.
The Dawn brand even enjoys the support of PETA, (People for the Ethical Treatment of Animals) despite the group’s opposition to parent company Procter & Gamble’s animal testing practices.
Commenting on the Dawn campaign, PETA spokesperson Kathy Guillermo says: “Anything a company does to help animals we applaud even if we have issues with their policies in their entirety. It sounds like they may have figured out the marketing advantage of helping — but in any case they’re helping.”
As the leading American dish soap brand, with 36 percent of the category, Dawn reaps the benefits of CSR-focused strategies & efforts where self interest & the greater good ever so soft & gently go hand in hand.
Source material: NY Times, Adweek
Why corporate social Responsibility?
NUMBERS TELL THE TALE.
of employees value community stature to higher pay.
of customers value citizenship to lower prices,
Administered & communicated properly, CSR is a virtually uncontested market
space that can account for a 50% difference In operating profit between two companies within the same industry.
The opportunity to do well by doing good has never been greater.