Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

P&G backs new Dawn Ultra with $10 mil campaign

Published on .

Procter & Gamble Co. March 8 breaks an estimated $10 million TV and print campaign for Dawn Ultra PowerPlus dishwashing detergent from D'Arcy Masius Benton & Bowles, New York. The royal-blue, citrus-scented line extension for the category-leading brand, which began shipping to retailers in January, is reformulated to be better at removing greasy, stuck-on foods, P&G said.

Copyright March 1999, Crain Communications Inc.

Most Popular
In this article: