Karin SvenssonMay TungMichelle Krudop

Dash is a laundry detergent that was originated in Cincinnati, Ohio. It was created by Procter & Gamble. Advertisements for this laundry detergent was �rst seen in the 1950’s and as time went on, started selling the products in other countries in Belgium, Italy, Germany, Netherlands, France, and Switzerland.

What is Dash?

1837P&G founded in Cincinnati, Ohio-Candle and soap

1890

1950s

1963

1992

Multi million dollar corporation

Started production of Dash Laundry detergent in Germany

First advertisements for Dash in the U.S.

Last time Dash was sold in the U.S.

Tide- P&G- Taget market: Family- Focus: All-in-One

Gain - P&G- Target market: Family- Focus: Good smell

All- The Sun Products Coperation- Target market: Families with kids- Focus: Stain removing

Arm & Hammer- Church & Dwight- Target market: Family- Focus: tradition, Generations

Dash- P&G- Target: Millennials- Focus: More e�ective

Market Sector Map

c: 14M: 84Y: 100K: 4

c: 100M: 81Y: 22K: 7

c: 75M: 67Y: 67K: 89

c: 100M: 88Y: 34K: 32

Logo and Packaging RedesignThe logo continues use of the original graphic elements on

the product that was sold in the U.S. with an updated look

to evoke motion. It gives it a more modern look without

losing the original aesthetics

Laundry DetergentLaundry Detergent

NEW LOOKNEW LOOK

To gain the attention of millennials Dash will team up with The Muppets. Millenials grew up with The Muppets through movies that aired on televison. A new television show for the Muppets began airing Fall 2015 and is a great way to reinvent the Dash brand with the reinvention of the new Muppets television show.

Pop Culture - The Muppets

Pop Culture - The MuppetsiPhone app

Instructions:Build a town of muppets by collecting your favorite characters and helping them in their professions. Each time you level up, a new muppet and their associated building is unlocked.

Score 4/20

Fozzie BearComedy Club

Miss PiggyBeauty Parlor

AnimalDrum Store

Sam EaglePost Office

Coins 200,000

Characters 4/20

Miss Piggy’s Beauty Parlor is completed

Muppet Muppet

Pop Culture - The MuppetsiPhone appThe Muppet Dash application is a way

to raise brand awareness of Dash to

young adults.

Instructions:

Build a town of muppets by

collecting your favorite characters and

helping them in their professions. Each

time you level up, a new muppet and

their associated building is unlocked.

Score 4/20 Coins 200,000

Miss Piggy’s Beauty Parlor is completed

What do you do to be yourself?Do you cook? Paint? Show us by sharing with #BeYourselfDash

xMuppet

Laundry DetergentLaundry Detergent

NEW LOOKNEW LOOK

Instagram

Through Instagram consumers can

spread the word of dash products

through sharing their own stories.

What do you do to be yourself? Do you

cook? Paint? Show us by sharing with

#BeYourselfDash

People can share their posts to

Facebook and Twitter through

Instagram.

Instagram

Real users sharing their “dirty shirts”

In order to attract consumers to get

involved with sharing their photos on

Instagram, there will be a contest held

where consumers can win P&G products.

Everyone who posts will be entered into a

ra�e. Most creative photo will win a years

supply of Dash and other P&G products.

While runner-ups will win a months

supply. By just participating consumers

will receive a coupon.

Dash Contest