Breaking TwitterMoms Panel Shows 9 Out of 10 Surveyed TwitterMoms Agree That Ultra Dawn is a Great Value

CINCINNATI, Sept. 23, 2010 /PRNewswire/ -- Value purchases are on the minds of families across the country as back-to-school time -- and spending -- is in full swing.  Procter and Gamble's (P&G) (NYSE: PG) Dawn brand is helping consumers maintain smart spending this fall with everyday products that last and make the most of their money.  For instance, one 14-ounce bottle of Ultra Dawn has the grease cleaning power of two 16-ounce bottles of the leading non-concentrated brand.  To reinforce to families that they are making a wise decision when choosing Ultra Dawn, the brand challenged TwitterMoms, a leading social networking community for influential moms, to conduct a controlled, blind experiment using the product.  TwitterMoms enlisted a panel of twenty-nine evaluators to tackle a series of cleaning efficacy tests designed to measure the product's grease-cutting properties and value characteristics.  The results, which can be viewed in full at http://dawn.twittermoms.com/, were overwhelmingly positive: 93 percent of the TwitterMoms panelists would recommend Ultra Dawn to friends.

"We are extremely pleased to announce that 97% of surveyed TwitterMoms agree Ultra Dawn is effective against tough dishes," stated Ana Sanchez-Juaregui, assistant brand manager at P&G.  "This product was designed to have the grease cleaning power of two 16-ounce bottles of the leading non-concentrated brand."

After participating in the test, 100 percent of TwitterMoms surveyed believed the product effectively broke down grease and wiped away sticky messes.  One tester even noted, "The liquid worked very well and was cost-effective because I used less than I normally do. The sudsing is superior and rates well for effectiveness."  

Another TwitterMoms panelist said, "I have not been brand loyal in the past, but I could see myself reaching for this concentrate again and again."  As a result of the positive feedback, Ultra Dawn has earned TwitterMoms' new "Seal of Approval."  Megan Calhoun, founder of TwitterMoms explains, "Our seal is unique in that it relies on real moms to try a product inside their own kitchens, so we know the results are applicable to their everyday lives.  Rather than conducting analysis inside a lab, our moms were using Ultra Dawn in a variety of dishwashing and cooking scenarios that would truly put its ability and claims to the test.  We stand behind this product as a smart purchase for moms that want to make the most out of their money."

Ultra Dawn retails at $2.99 and is available at mass merchandise, grocery and drugstores nationwide.  To learn more about Ultra Dawn, visit www.dawn-dish.com .

About Procter & Gamble  

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 138,000 employees working in over 80 countries worldwide.

About The TwitterMoms Seal Of Approval

Ultra Concentrated Dawn participated in the TwitterMoms Seal of Approval evaluation process, which involves underwriting a standardized, in-home research project developed by the TwitterMoms team and executed by compensated members of the TwitterMoms evaluation panel. Only products that meet TwitterMoms acceptance criteria are awarded this seal.

SOURCE Procter & Gamble