NEW MEDIA: Daz adds web offering to support 'dogs' work

Procter & Gamble has propelled its Daz washing powder brand onto

the internet with the launch of two sites, 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.'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 site acts as a consumer information resource and is

based on P&G's site for its Bold soap powder brand, at bold2in1 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.


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