Dawn
Meet The Mallards
Highest-scoring and most talked-about campaign in brand’s history.
Business challenge
Regain legacy brand market share from emerging brands and white label competition.
Solution
We dug in with consumers and found that people still held a strong connection with Dawn’s wildlife efforts. So we brought their iconic ducks to life as The Mallards.
Results
32.5%total market share, up from 26%.
5%lift in sales during the first 12-week campaign cycle.
Successfully defended2.5xPrice point
See the work