Dawn dish soap
"Here's a gimmick, tell the truth." Bill Bernbach
True story. Years ago, wildlife rescuers discovered that Dawn Dish liquid was the best soap for cleaning oil-slicked animals. My partners and I shaped that truth into a successful campaign, based on the "tough, but gentle" brand strategy. We executed it across TV, packaging, PR, social, etc. The campaign continues in the media du jour and has been running for nearly 20 years.