Dash Pop Culture Engineering
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Transcript of Dash Pop Culture Engineering
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
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.
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