Not every attempt to tie a product to current events is a winner. Not every "buy from us because it's for a good cause" pitch plays well.

But the latest from Dawn dish soap is a very smart move. They are running ads showing their product being used to wash oil off wildlife affected by the oil leak in the Gulf of Mexico. And it's not just ads; it's a dedicated part of their social media and other communications as well.

Three things make it work. First, of course, it's timely. The leak is in everyone's awareness. Second, there is a clear link between product and cause. Supporting different charities or medical research are good causes, but the consumer doesn't always perceive a lasting, logical link.

And third, it works because it is being very tastefully done. They're not bashing the oil company for their spill, the oil industry for destroying the planet, or the President for slow response. They're just contributing what they can, fulfilling a need that is appropriate and easy to support.

There are other dish soaps that cut grease. But only one had the vision to "own" the situation, and I like that.

Labels: advertising, creativity, differentiation, management, marketing, media, messaging, strategy