Spray and Pray
Image Source: Procter & Gamble c/o Fortune
Procter & Gamble recently announced the release of Dawn Powerwash Dish Spray, the first new type of dish detergent from the brand since its original 1972 launch. As far as new product launches go, the brand is rolling everything out in textbook fashion, starting with a tantalizing consumer insight: Americans wash dishes differently today than they did nearly 50 years ago, specifically, rather than let dishes pile up like the vile slugs we once were, 61% of us now allegedly “clean-as-you-go,” washing one or two dishes during “cooking downtime,” according to P&G research.
Unbeknownst to the masses, dish detergent as we know it was really designed for our less evolved dishwashing selves in mind, namely, soap + pool of water = suds for cleaning mountain of gross dishes. But now that we hit up one dirty dish at a time, said soap tends to be poured directly onto a sponge or an offending dish (guilty as charged!), which apparently is ludicrous and wrong. Oh, the horror. Enter the spray soap of our future…water not needed! While I’m not exactly sure I want to know how this soap can be “activated” without water, I will say that I’m curious to see it in action.
In addition to the strategically timed and placed media story, P&G is supporting this launch with a limited run in small test markets before a broad national push in early 2020, which will be supported by tons of multi-channel advertising. P&G seems to be banking on the fact that consumers will respond to this pricier water-free detergent alternative, but only time will tell whether it’s a hit, or simply the latest spray and pray product gimmick.
Posted by Karen