Dawn Pulls the Plug on Dishwashing Fatigue with Upgraded Refill Jug and Formula

Dishwashing brands are always seeking new ways to innovate a product that makes the deed feel less like a chore.

Procter & Gamble (P&G) consumer research confirms dishwashing is the most disliked daily chore. Contributing to that “sinking feeling” at the sink are outdated habits, specifically the waste of buying a new bottle every time the soap runs out. To save consumers time, money and effort, Dawn has redesigned its refill jug and upgraded its Platinum formula to yield a new refill system that takes the drudgery out of the chore.

“Time is valuable, and the last thing anyone needs is a slow, messy refill process standing between them and a clean kitchen,” said Angelica Matthews, brand vice president for North America Dish Care at Procter & Gamble. “We re-designed the new Dawn Platinum refill jug so you can clean smarter, not harder.”

Closing the Jug Gap

Despite a refill regimen’s cost-saving benefits, P&G found that only 12% of households currently use refill jugs. Dawn says it wants to close that gap with an upgraded refill system featuring a new and improved Dawn Platinum formula.

This formula works like a magnet to remove up to 99% of grease and reduce scrubbing by 25%. What’s more, the formula is housed in an ergonomically redesigned value-size jug with a precision-engineered spout that pours 37% faster and requires nearly 50% less effort.

The New Dawn Platinum value-size jugs featuring the upgraded formula are available in stores nationwide and online.