Brand Packaging

A New Dawn

January 22, 2008
Procter & Gamble has launched Dawn Simple Pleasures in a bottle with a separate air freshener that is attached to the base and activated when consumers release a tab.


Procter & Gamble has launched Dawn Simple Pleasures in a bottle with a separate air freshener that is attached to the base and activated when consumers release a tab. “We are always looking for innovative ways to offer consumers products that will make their everyday tasks more enjoyable,” says Dawn’s Glenn Williams. Dawn Simple Pleasures has been introduced in three scents-Water Lily & Jasmine, Apple & Pear and Lemon & Tangerine-and is part of P&G’s restaging strategy for Dawn, which divides the brand’s SKUs into a base, plus or premium tier. Simple Pleasures falls into the premium ranking.