Procter & Gamble has propelled its Daz washing powder brand onto
the internet with the launch of two sites, dazdogs.co.uk and
Dazdogs builds on the brand's sponsorship credits for ITV soap
Emmerdale, which consists of a sequence, created by Leo Burnett,
depicting two dogs watching a washing machine spin round.
The site features animated versions of the dogs, called Johno and Barry,
with downloadable clips of the TV sponsorship executions and branded Daz
dog e-greeting cards. It also features women's magazine-style
horoscopes, quizzes and diary stories about the dogs.
Dazdogs.co.uk's strategy and design was driven by P&G roster agency
Willox Ambler Rodford Law (WARL), while Williams Digital Media built the
site and provided the technology. The agencies put forward a joint bid
and secured the task in a competitive pitch.
"The dogs have become brand icons and created a groundswell of
affection. So the client team decided there was a good opportunity to
build on that online," said Chris Ambler, director at WARL. "If it takes
off we'll introduce other features."
The Dazwhite.co.uk site acts as a consumer information resource and is
based on P&G's site for its Bold soap powder brand, at bold2in1
.co.uk. It will include stain removal tips and advice on which
situations to use washing tablets, powder and liquid in. The site has
been built by VisualSoft.
Both sites will be promoted on Daz products, the Emmerdale web site and
TV sponsorship creative work.