Dawn (brand)

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Dishwashing Liquid
OwnerProcter & Gamble
CountryUnited States
Introduced1973; 50 years ago (1973)[1]
MarketsNorth America

Dawn is an American brand of dishwashing liquid owned by Procter & Gamble. Introduced in 1973,[1] it is the best-selling brand of dishwashing liquid in the United States.[2] Besides being used for dishwashing purposes, Dawn products are also used to remove grease from other items, such as animal fat spilled onto highways,[3] and oil on animals, such as during the Exxon Valdez and Deepwater Horizon oil spills.[4]

Wildlife rescue[edit]

Procter & Gamble has donated thousands of bottles of detergent to clean wildlife and has run advertisements that promote Dawn as the best product to use when cleaning animals that have been affected by oil spills.[2][5] International Bird Rescue researched multiple cleaning agents, looking for one that would be "least traumatizing" and settled on a 10% solution of Dawn. The choice was the basis for Dawn's marketing and goodwill campaigns, including advertising and promotional donations tied to sales.[5]

Outside the United States[edit]

Dawn is also sold in Canada, Australia and Mexico (with the Salvo brand also sold in the latter). From 2000 to 2002, Dawn was sold in Germany, replacing the international Fairy brand. After sharply declining sales due to an unfamiliar brand, the Fairy brand was revived in 2002.[6]


  1. ^ a b "Have questions about using Dawn Dish Soap or what to do if soap gets in your eyes? Read answers to Dawn's FAQs". dawn-dish.com.
  2. ^ a b Levere, Jane L. (2002-07-31). "A dishwashing liquid capitalizes on cutting the grease on dishes -- and the oil on ducks". The New York Times. Retrieved 2010-06-17.
  3. ^ "Dawn on the highway". Star-News. 1998-05-06.
  4. ^ "P&G ships dish liquid to help". Forbes. 2010-05-03.
  5. ^ a b Bell, Melissa (2010-06-17). "Dawn dishwashing detergent saves wildlife". Washington Post. Retrieved 11 July 2013.
  6. ^ Kapferer, Jean-Noël (2008). The New Strategic Brand Management - Creating and Sustaining Brand Equity Long Term. Kogan Page. p. 420. ISBN 9780749450854.

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