BANNED Palmolive Dishwashing TV Commercial!

BANNED Palmolive Dishwashing TV Commercial. In 1985, Young & Rubicam advertising executive and copywriter Lisa Rothstein and her partner on this campaign, Susan Lipschitz, worked on creating the concept and writing the copy for a new Palmolive Automatic Liquid Dishwashing Detergent advertising campaign.

When the two creatives found out they would be writing a campaign for a new product from Colgate Palmolive, they were extremely excited. It was the FIRST liquid detergent created for an automatic dishwasher. At the time, the only detergents for automatic dishwashers were powders, and the big dog was Cascade, made by a much larger rival, Procter and Gamble.

The problem was that no one really understood why they needed a new product for this category. Cascade was a well-beloved brand that performed very well. So their task was to develop a persuasive television commercial that would announce and launch this new product that was also a new product category.

To find ideas, the two women decided to attend focus groups happening in the agency. The focus groups consisted of several women sitting around a table. At the same time, people from the agency stood behind a one-way mirror in another room and listened to their conversation.

It was immediately apparent that the women in the focus groups were very loyal to the Cascade brand and were very happy with the product. Even worse, Palmolive had a long history of dishwashing detergent popularized by the campaign with the manicurist named Madge, who would counsel women how their hands were 'soaking in it'--the idea being that Palmolive was gentle on your hands when you do the dishes.

Focus group after focus group rejected the idea of trying the new product. Rothstein and Lipschitz were growing concerned that they were going to create a piece of communication for a product that would never succeed because people didn't see the necessity and they would blamed for its failure.

Eventually, the focus group moderator became frustrated and asked the group: "If I offered you a million dollars to tell me something you DON'T love about the way you're doing your dishes now, what would it be?" One of the women said, "Well, it's probably because I have an older dishwasher, but every so often, I'll put the powder in the dishwasher, and I'll run the cycle, and I'll open it later when it's supposed to be finished, and there's little bits of dishwasher powder all over the dishes and the dishes aren't cleaned."

Immediately, all the other women in the focus group began to vigorously nod their heads, Yes. All of them had experienced the exact same thing and hated when that happened. Suddenly, the entire group of women turned on Cascade: "Oh, I HATE when that thing happens to me!"

The moderator, sensing blood, said, "How does that make you feel? One of the women instantly volunteered: "It makes me feel like taking all my dishes and THROWING THEM OUT THE WINDOW!" The other women said, "Yeah, ME TOO!"

Rothstein and Lipschitz looked at each other and realized that they had the perfect idea for their commercial. The two women immediately went upstairs, and in half an hour, produced a storyboard that is virtually identical to the commercial that you are watching right now.

The two creatives employed the classic advertising formula: "Oh, dear. Good news! Here's why that's right!" That message and formula were so effective, that the commercial won the prestigious EFFIE award.

The Palmolive Liquid Dishwashing Detergent was a huge seller--supermarkets couldn't keep it in stock!

Ironically, despite huge sales, the advertising campaign was pulled by the client. Colgate-Palmolive effectively banned the campaign, baffling Rothstein, Lipschtiz, and the entire advertising agency tasked with creating a successful campaign.

Colgate-Palmolive explained that they were receiving thousands of letters from parents complaining that their children were throwing their dishes against the wall and out the window, having seen the commercial on television!

By that time, the product was now well established, and the company didn't want to run the risk of irate parents protesting the commercial and potentially boycotting the product.

Regardless, the Palmolive Liquid Detergent advertising campaign holds the distinction as one of the greatest new product launches in consumer packaged goods history.

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