We realized that it was hard for consumers to picture how far of bottle of Dawn could really go. If we could show the cleaning power in an obvious, visual way, we could build a compelling narrative around it. That’s when we started doing the
numbers and figured out that a family of four could easily dirty up to 1800 dishes in a month! Dawn R&D told us that a single bottle can clean up to 5,760 plates – three months worth of dishes! But how could we show it?