P&G’s Dawn Searches for Dirty Dishes

Procter & Gamble is out with a new campaign promoting its Dawn Direct Foam dish soap with an online contest tied to football.

Dawn is asking people to upload pictures of their dirtiest dishes from football parties—a time when fans are cooking up messy concoctions, including nachos, chili and buffalo wings— as part of an online contest. The company is pitching its Dawn Direct Foam as a more powerful alternative to competitive liquid soaps.

People can submit photos to CondeNet's food Web site http://www.Epicurious.com through Feb. 4 for a chance to win a 50-inch flat screen TV, a $500 American Express gift card and a year-supply of Dawn Direct Foam. Photos will be judged on originality, creativity, humor and overall presentation.

Fifty other winners will receive the “Epicurious Tailgating/Superbowl Tastebook.”

Epicurious.com is promoting the contest on its site with banner ads and e-mails to its database. Pat Smith, wife of National Football League player Emmitt Smith, is featured in videos on the site, sharing tips on how to host a successful game party. PR efforts by Manning Selvage and & Lee, print ads and TV spots also support the contest.

Dawn Direct Foam sells for $3.35 and is available in three scents: Fresh Rapids, Citrus Kick and Lime Surge.