Dash presents new campaign appearance

From April, Dash will be on air all year round with the new campaign presence with high-reach 360-degree media power across all relevant touchpoints.

Into life: No other branded laundry detergent in the top 10 grew more strongly in Germany last year than Dash. The strong No. 3 universal detergent has been providing cleanliness and freshness since 1962. As part of the new campaign, the brand is now presenting itself as a detergent for the current zeitgeist, while remaining true to its own roots. The message is: Dash makes you feel refreshed, clean and ready for whatever comes next. So, slip into your clothes and …

The TV adverts unfold the essence of Dash in a summery atmosphere. The scene begins with a young woman tossing a white dress into the air. The summery blue sky in the background heralds the perfect day. The first cut is made when the white dress covers the camera and takes over the image. The movement continues, but now the woman is in the centre of life and laughing carefree – surrounded by nature and a scenery that embodies relaxation and a positive attitude to life. The focus is on the new claim “Rein ins Leben.” and the subline “So frisch kann sauber.”

At the heart of the new brand campaign are the two TV adverts, which can be seen on all relevant streaming TV channels and YouTube, as well as large-scale posters in cities and near POS. The campaign will also be accompanied by a series of measures. These include a broad-based digital campaign including social media, banners, sampling campaigns and POS placements to boost sales.

A year ago, the dalli group had already set new trends: Dash 2in1 combines the classic detergent with a fabric softener fragrance, setting a new trend. This is made possible by the patented Bloomful WaveTM technology from our fragrance supplier, which creates a unique fragrance development in all wet phases of the laundry process. This makes opening the washing machine or hanging up the laundry a truly fresh experience.

The dalli group acquired the brand rights for Dash from Procter & Gamble for distribution in Germany, Austria and Switzerland in 2017.