Touching lives,

Improving Lives

A P&G Company

By: Allan Williford, Bryan

Image: (Sluka, 2017) Grabauskas, Colton Allen, Eric
Watson, and Yuta Tsutsumi
Executive Summary

The research in this report was gathered by Bryan Grabauskas,

Colton Allen, Allan Williford, Yuta Tsutsumi, and Eric Watson.
Using the information gathered, they analyzed the current state of
the product and the company behind it. This information was also
used to look at the companys future.
This report gives an overview of the product, company, and
industry. The report also covers the target audience, features,
benefits, branding, analysis of commercials, and the future of
Cascade.

Image: (Cascade, 2017)

1
Table of Contents

Executive summary 1

Industry Overview 3

Company Overview 5

Product Overview 9

Product Features and Benefits 13

Direct Competitor 15

Indirect Competitor 16

Product Advertising 17

Future of Cascade Advertising 31

References: Research 33

References: Images 38

2
Industry Overview

As a company, Cascade produces several dish-cleaning

products. They are owned by Procter & Gamble, a company
that owns several other homecare companies, such as Dawn,
Tide, Bounty, and Gain. Procter & Gamble, is quite diverse in its
industry distinction.

This is a representation of the net sales for Procter and Gamble in 2016.

Image: (P&G 2016 Annual Report, 2016)

3
Industry Overview

Procter & Gamble is categorized in a Public, Business Firm,

Import/Export, and Headquarters Industry (Business Insights
Global, 2017, p. 1). Procter & Gamble made $65.299 billion in
2016, $76.279 in 2015, and $83.062 billion in 2014. Procter &
Gamble made considerably less in 2016 than in 2014 because the
company is currently going through a drop in the stock market. its
overall sales are suffering because of this drop. Procter & Gamble
is still projected to go further down in the future according to
Business Insights Global. While they are losing revenue annually,
they are not the only company struggling. They are actually still
performing the best financially in the industry. They still brought in
around $10 billion more than Unilever, the next highest profiteer
for the year (Business Insights Global, 2017, p. 1).
This is a representation of the net sales for Procter and Gamble in 2016.

Image: (P&G 2016 Annual Report, 2016)

(Business Insights Global, 2017)

4
Company Overview

Cascade is owned by Procter&Gamble, also known as Procter

& Gamble, which is a company that deals with detergent and
soap along with numerous other products. Procter & Gamble was
founded by William Procter and James Gamble in 1837. It started
in Cincinnati, Ohio to compete with the 14 other soap companies
in the city. By 1890, Procter & Gamble became a multi-million
dollar corporation and expanded its operations by building more
plants in Kansas and Canada. As each new plant opened, Procter
& Gamble would start plans to establish another plant in a suitable
location.
Procter & Gamble was among one of the first American
companies to invest in a research laboratory. The companys
research labs were used to bring new innovative products to the
market. Some of these new products include: Ivory Flakes, Chipso,
Dreft, and Crisco. In 1946, Tide was introduced, and it became
the most important new product to come out since Ivory. Tide
was such a success that it helped fund Procter & Gambles rapid
growth. Procter & Gambles growth was not only in new product

5 Image: (A Company History, 2006)

Company Overview

lines but also into new markets around the world (A Company
History, 2006, p. 9). Over the next few years after Tide, Procter
& Gamble expanded into several new businesses. Some of the
businesses that Procter & Gamble went into included: toothpaste,
toilet tissue and paper towels. Procter & Gamble invented the
disposable diaper with the introduction of its Pampers line in 1961.
Procter & Gamble also expanded its existing food and beverage
businesses such as Folgers. They also strengthened its laundry
reputation by introducing Downy fabric softener.

(A Company History, 2006) Images: (A Company History, 2006)

6
Company Overview

Procter & Gamble expanded its business around the world

and became one of the largest companies in the United States by
the 1980s. In 1987, Proctor & Gamble faced two major changes to
its company. The first change was that Procter & Gamble became
an important figure in healthcare, cosmetics and fragrances.
The second change was that Procter & Gamble expanded it
globalization plans. The Company established a worldwide
research and development network, with research hubs both in
and outside the United States, and built a solid foundation of truly
global brands (A Company History, 2006, p. 12).
Procter & Gamble experienced the dramatic stock decline
and lost nearly $50 billion in 2000. A.G. Lafley, who became CEO
in 2000, put forth a plan to get the company back on track and out
of the decline. In the 5 years that followed, Procter & Gamble
increased sales more than 40%, doubled profits, generated more
than $30 billion in free cash flow, and delivered more than $70
billion in shareholder value (A Company History, 2006, p. 16).
In 2005, Procter & Gamble merged with The Gillette Company.
With a portfolio of 22 billion-dollar brands and a market
capitalization of nearly $200 billion, Procter & Gamble established
itself as one of the ten most valuable companies in the world by
respecting the consumer as boss and fulfilling its purpose: touching
lives and improving life every day (A Company History, 2006, p.
16).

(A Company History, 2006)

7
Company Overview

Image: (Allen, 2017)

Procter & Gamble made $65.299 billion in revenue in 2016

(Business Insights Global, 2017, p. 1). Procter & Gamble spent
most of its money on selling, general, and administrative expenses
in 2016, totaling $18.747 billion. They also spend $2.64 billion
in advertising annually. $603 million of that is put into cable
television commercials, and then $540 million is spent on magazine
advertising (Tadena, 2015, p. 1). Procter & Gamble makes most of
its money from its dishwashing detergent companies, since that is
what the company first started selling.

(Business Insights Global, 2017; Tadena, 2015)

8
Product Overview

Cascade Platinum is a dishwashing detergent. This product

is a detergent pack that is used for cleaning dishes. Platinum
is phosphate free, and it removes burnt-on food without pre-
washing (Cascade, 2017, p. 1). It has Dawn grease-fighting power,
and leaves dishes spotless and shiny. Platinum also has the added
bonus of being lemon scented, and can be found at Target for
$16.99 , Walmart for $16.97 , and Sams Club for $14.98 (Sams
Club, 2017, p. 1; Target, 2017, p. 1; Walmart, 2017, p. 1).
Cascade has a deep and rich history that includes when it was
founded, and what type of products it sells.
Cascade was founded in 1953. Originally available only as a
powder detergent, it was not until the 1990s when Cascade was
available in liquid and gel forms. In 1987, Procter & Gamble
employee Dennis Weatherby invented a liquid solution. That
was the original, lemon-scented Cascade detergent. The formula
Weatherby came up with serves as the basic formula for most
lemon-scented cleaning products containing bleach that exist on
the market today (Fenom Life, 2017, p. 1).
Cascade has had several products throughout the years.
Cascades first product was a powder dishwasher detergent. After
its lemon-scented liquid replaced its powder as its primary product,
they eventually teamed up with Clorox to produce a line of Clorox-
powered cleaners. Then, they introduced Cascade Complete to the
market, which was available as a gel and a powder.
(Cascade, 2017; Sams Club, 2017; Target, 2017;
9 Walmart,2017; Fenom Life, 2017)
Product Overview

Cascade introduced Cascade Platinum, which are packs that

are put in the dishwasher, in February of 2013. Platinum is an
improvement on previous pack product by Cascade. It uses a dual
liquid system that fights water spots and stains. It also incorporates
Dawn grease-fighting technology that fights burnt on food. Now
Cascade has other products available in pack form, including its
original lemon-scented detergent and Cascade Complete.
Cascade has been extremely successful in how it brands its
products, and the company has seen a lot of success in revenue
because of this branding strategy.
Cascades branding strategy is very straightforward. The
primary aspect of its product is that they want the consumer to
be aware of how well they clean dishes. This comes through in
Image: (Cascade, 2017)
10
Product Overview
several ways. Its packaging, website, and promotions all convey the
message that Cascade Platinum is strong or tough. It is tougher
than burnt-on messes. No pre-wash required (Cascade, 2017, p.
1). Cascade wants consumers to know that its product is strong
enough to clean any mess they could have. This also leads into
convenience. The fact that no pre-washing is needed is one less task
that users of this product need to do.
The logo for the product also conveys how cascade can clean
dishes. The logo is a plate and the name Cascade is spread across
a plate. This connects the product to another item related to it.
Dishes are obviously what the detergent is used for. Plus, the plate
is completely white and has a sparkle on the top of it. The plate
appears clean and pure. This evokes the feeling that Cascade
Platinum leaves dishes completely spotless.
Cascade continues with the theme of strength in its font. The
font is bright red and very bold. The combination of thick letters
with the bright color conveys that Cascade is bold, which relates to
the strength it wants to convey.

1 pac of Cascade Platinum cleans

tough food better than
6 pacs of the National Bargain Brand
combined.

(Cascade, 2017) Image: (Cascade, 2017)

11
Product Overview
The name Cascade is a reference to multiple things. First,
it refers to the small form of waterfalls that flow over rocks and
create white rapids. This is an image that carries a connotation
of strength. That type of water flows fast and strong. The word
cascade is also a verb that means to pour water downward rapidly
and in large amounts(Dictionary, 2017, p. 1). This again conjures
images of strength, with the image of a large amount of water
being dropped on something in a forceful manner.
The name of this particular product is derived from the
same way of thinking. It is called platinum, obviously referring to
the metal. Metal is known to be a sturdy, strong material. Again,
Cascade comes back to the recurring theme of strength.

(Dictionary, 2017)
Image: (Cascade, 2017)
12
Product Features
and Benefits
Dawn-Infused No Pre-wash needed*
Power*

Fights grease and Cuts down how much

stuck-on messes work needs to be
done

Fights tea and

coffee stains* Quick dissolving*

Keeps dishes clean Dishes can be used

and stain-free again faster

Easy dosing* Keeps dishwasher

sparkling*
Anybody can use Cleans dishwasher
the product, no from the inside
measurements needed during washes

13 (Cascade, 2017) Image: (P&G Everyday, 2017)

Product Features
and Benefits
Chelant*

Fights Calcium

Increased Enzyme
Specially Designed Power*
Chelant and Polymer
System*
Fights tough messes more
Prevents hard-water film effectively
build up

Brand Name*
Liquid-top dual
surfactant*

Delivers shine Trusted company that has

and keeps dishes been around for over 60
sparkling years

(Cascade, 2017) Image: (P&G Everyday, 2017)

14
Direct Competitors

Direct competitors of Cascade Platinum include Finish

Quantum, Method Smarty Dish Tablets, and Seventh Generation
Auto Dish Pacs. Finish Quantum is the closest in effectiveness,
utilizing a similar three-chamber process to Cascade Platinum. Its
breakthrough multi-chamber technology activates each cleaning
ingredient when its needed during the cycle, so all you have to
do is sit back and relax (Finish, 2017, p. 1). This makes Finish
Quantum Cascade Platinums biggest rival on the market. The
other two products, Method Smarty Dish Tablets and Seventh

Generation Auto Dish Pacs both have an appeal of being eco-

friendly, but are less effective and harder to find. Methods
website claims that its product is still a super powerful detergent
that cleans dirty dishes without resorting to dirty chemicals like
phosphates and bleach, but now in a lightweight pouch that uses
87% less plastic than the original. same clean, smaller footprint
(Method, 2017, p. 1). Seventh generation boasts an Enzyme-rich,
biodegradable dishwashing formula (Seventh Generation, 2017, p.
1).
Images: (Finish, 2017; Method,
(Finish, 2017; Method, 2017;
2017; Amazon, 2017))
15 Seventh Generation, 2017)
Indirect Competitors

Cascade Platinum also has indirect competitors. These

include Palmolive dish soap, Dawn dish soap, and Gain dish soap.
Palmolive finds its success in its diversity. Palmolive offers several
different products. Whether youre cleaning a stove-top or oven-
baked dishes, there is a Palmolive thats right for you (Palmolive,
2017, p. 1). Dawn is well-known for its grease-fighting power. They
claim to have 3X more grease cleaning power (Dawn, 2017, p.
1). Gain jumpstarted its success with its distinct, enjoyable smell.
The dish soap offers to clean dishes and leave them with that scent
that its customers enjoy. Forget dishpan hands, and embrace Gain
scented hands. This dishwashing liquid smells so amazing it may
inspire you to learn a new dance move: The Dish-co (Gain, 2017,
p. 1).

(Palmolive, 2017; Dawn, 2017; Images: (Palmolive, 2017; Dawn, 2017;

Gain, 2017) Gain, 2017) 16
Product Advertising

There are plenty of opportunities for Procter & Gamble to

grow. They can tap into rural markets that they are not currently
reaching. The exponential growth of the middle class in emerging
markets such as China and India make for prime locations for
revenue growth. Another opportunity for Procter & Gamble is
to incorporate health and beauty products for men to double
its consumers. They could also go eco-friendly to draw in more
consumers. (Mondal D., 2013, p. 1).
Procter & Gamble spends a large amount of money on
advertising. They spent $2.64 billion on advertising last year
(Tadena, 2015, p. 1). Looking at five advertisements from television
commercials, the demographics they target become apparent.
In the Cascade Platinum Commercial (Gee, 2013, p. 1), two
women are competitive about how clean they get their dishes. This
is obviously something only an older woman would care about, one
that has a home and probably family that she takes care of. She
would also be in a comfortable economic status.
In Bargain Brand (Gilmore, 2014, p. 1), a couple appears
in the ad, showing that Cascades priorities lie in targeting older
people who are married. The ad is also targeting people who care
more about keeping their houses clean, including their kitchen and
dishes.
In the Cascade Platinum Commercial 3 (Gee, 2016, p. 1),
there are multiple couples, all coming together for a dinner party.

(Mondal D., 2013; Tadena, 2015; Gee,

17 2013; Gilmore, 2014; Gee 2016)
Product Advertising

This is not something that younger single people would do often.

Again, it shows that their target is older married people who are
more likely to have the money to spend on their product.
The Cascade Commercial starring Sadie Alexandru (Gee,
2015, p. 1) has a couple who seem to be homeowners. The
commercial shows traditional gender roles, in the sense that the
man goes out to get more detergent while the woman stays at home
and cleans. Again, Cascade seems to be targeting people wealthy
enough to own a dishwasher and that want to keep their homes
clean.
The Cascade Grease is No Match Commercial (Cascade,
2016, p. 1) appears to target middle-aged married couples who
most likely own a home and a dishwasher. Socioeconomically, they
are at least middle class. It also appeals to people who dont want to
work as hard by advertising the fact that pre-washing dishes is not
necessary.

(Gee, 2015; Cascade, 2016) Image: (Gilmore, 2014)

18
Product Advertising

It is very clear what demographics Cascade Platinums

commercials target. The most important demographic is the
socioeconomic status of its consumers. Every commercial had
people that owned dishwashers, which are required to use
Cascade Platinum. They have to possess enough wealth to own
a dishwasher, and in turn, probably a house. Homeowners,
married couples, and white people were the primary targets of
the commercials. These are all types of people that generally have
more money. They tend to be middle to upper class economically.
They are the most likely group of people to be reached through the
channel of television commercials. Another demographic that is
apparent in these commercials is women. It is clear to see that the
company is targeting women because most of the actors in these
commercials are women. the advertisements are also playing with
the traditional gender role that women stay home and clean.

19 Image: (Gee, 2013)

Product Advertising

Textual Analysis

A qualitative textual analysis is a research method that can be

used when wanting to fully understand media messages. A text can
be any form of published communication, whether that be through
television, radio, or print. To perform a textual analysis, a sample
is required to represent the population. All of the texts selected
should be similar, both in form and source. A textual analysis is a
useful method for researchers to interpret media messages and gain
a deeper understanding of target audience for the message.
The researchers employed a textual analysis using five TV
commercials for Cascade Platinum. The first TV commercial was
in the year of 2013 with four more, one for every year after that up
to 2016. Each commercial used averaged about 30 seconds long.

Image: (Cascade, 2017) 20

Product Advertising

Design:
The ads for Cascade Platinum were similar in design. The
setting for each advertisement is located in the kitchen of an upper-
middle class household. The colors detected in the kitchen were
bland and nothing stood out. The color schemes in the kitchen
were related to the colors of the logo: green, red and white.
The brand logo is in big, bold, red letters, with a green
background, across a plate with a sparkle to indicate the shine and
cleanliness that is linked with the product. With an average time
of 30 seconds, the concept behind each ad is to establish the idea
that using Cascade Platinum will leave your dishes spotless without
having to rinse beforehand. This was indicated by water sounds
that each ad had, comparing it to the competition.
The ads range from extremely busy, where a friendly get-
together is lured to the dishwasher, to not busy, with just a quiet
couple relaxing after an evening dinner. Each ad ends with the
product directly in the center with a slogan underneath that says,
The tougher tough-food cleaner (Cascade, 2016; 00:15). All of
the ads had a realistic style associated to it, as Cascade was trying
to give off the impression that doing the dishes is a common chore.

(Cascade, 2016)
21
Product Advertising

Actors:
In the Cascade Platinum Commercial with Beth Littleford and
Jenna Macar ad, there are 3 women. One is a kitchen counselor
with blonde hair and glasses. The other two are housewives with
dark hair. All of them are white and have a lot of time on the
screen (Gee, 2013).
A kitchen counselor is dressed in a gray suit with a name tag
on her chest. One housewife is dressed in a blue long-sleeved shirt
and light brown pants. The other housewife is dressed in a green
long-sleeved shirt and blue pants (Gee, 2013).
There are some personalities shown from the actors. Two
housewives are competitive and have an argument about how to
do the dishes. A kitchen counselor appears and explains about
Cascade. She is knowledgeable and smarter than the other two
women because she knows about Cascade (Gee, 2013).
The first two women are acting as housewives. They are
middle aged women who care way too much about dishes,
probably because they take care of the house. The third woman is
acting as a kitchen counselor. She comes in and shares her superior
knowledge of Cascade (Gee, 2013).

(Gee, 2013)
22
Product Advertising

In the Cascade Complete TV Commercial, Bargain Brand

ad, there are one man and two women. They are all white.
The man has facial hair. One of the women has dark hair. The
counselor woman has dark hair and wears glasses. All of them have
a lot of time on the screen (Gilmore, 2014).
The man is dressed in a blue shirt and black pants. One
woman is dressed in a dark green shirt and black pants. Another
woman is wearing a grey suit with a name tag (Gilmore, 2014).
There are some personalities shown from the actors. The
man makes dumb jokes because he got the bargain brand. The
woman is shown to be logical when she questions the mans way
of thinking. The counselor is smart and brings Cascade (Gilmore,
2014).
It seems that a man and a woman are acting as a couple. They
argue about how to do the dishes. They do dishes together and
seem to live in the house together. Counselor once again comes in
and solves problems by bringing Cascade (Gilmore, 2014).
In the Cascade Platinum Commercial #3 ad, there are two
men and three women. They are all middle aged. One woman
looks Asian while the others are white. One man is wearing glasses
and the other man has grey hair. All of them have a lot of time on
the screen.(Gee, 2016).

(Gilmore, 2014; Gee, 2016)

23
Product Advertising

The gray-haired man is wearing a black shirt and grey pants.

The glasses-wearer is wearing a light-yellow shirt and black pants.
One woman is wearing a purple shirt and a black skirt. The other
woman is wearing a blue one-piece dress, and the last woman is
wearing a reddish-brown one-piece dress (Gee, 2016).
There are multiple personalities shown from the ad. Women
are concerned that the dishes need to be pre-washed. One man
with glasses is sure it will not work and then takes credit for having
the idea of washing it when it does work. The man with grey hair
stands aloof in front of the dishwasher (Gee, 2016).
The actors do not seem to be couples, because there is an
uneven number of people and there are more women than men.
It seems that they are acting as friends cleaning up after a dinner
party (Gee, 2016).
In the Cascade Platinum Commercial featuring Sadie
Alexandru #2 ad, there is one woman and one man. Both have a
lot of time on the screen. A man is white and looks like he is in his
late 20s. He has dark hair. A woman is also white and looks like she
is in her late 20s. She has dark hair (Gee, 2015).
The man is wearing a checkered-green colored shirt and black
pants. The woman is wearing a green shirt and black pants (Gee,
2015)

(Gee, 2016; Gee, 2015)

24
Product Advertising

There are some personalities shown from the ad. The man is
a little clueless. He goes to the bargain brand. He is scraping the
dishes to clean them. The woman is logical, smart, and is annoyed
with the man (Gee, 2015).
It seems that they are acting as a couple, because of the way
the woman is annoyed with the man. They appear to live together
(Gee, 2015).
In Baked-on Grease is No Match for Cascade Platinum ad,
there is man and a woman. They are middle-aged and older than
the people in the other ads. They are white. Both have a lot of time
on the screen (Cascade, 2016).
The man is wearing a light blue shirt and blue pants. The
woman is wearing a purple shirt and black pants (Cascade, 2016).
There are some different personalities shown from the ad.
The man has a traditional husband role. He lies to wife to skip
extra work, and the woman does not trust the husband to clean the
dishes correctly. However, he ends up being right because he was
using Cascade, which took the needed effort out of cleaning the
dishes (Cascade, 2016).
The man and the woman are acting as husband and wife,
because they call each other honey, and it seems that they live
together (Cascade, 2016).

(Gee, 2015; Cascade, 2016)

25
Product Advertising

Message:
The message in these ads is clear: Cascade Platinum is the
best dishwashing detergent available. There are three things that
Cascade wants the audience to know. First, it wants the audience to
know that Cascade Platinum cleans the toughest, burnt-on messes.
In the Cascade Platinum Commercial 3, the group of people
are mostly concerned that the dishwasher wont clean the baked
on food on the dish. However, after they run the machine using
Cascade Platinum, the dish is completely clean and shining (Gee,
2016).
The second thing Cascade wants the audience to know is
that Cascade Platinum is better than the competition, particularly
Finish. Every commercial showed side-by-side comparisons of
dishes cleaned by competing brands and Cascade Platinum. In
three of the commercials, the competing brand was verbally stated
as Finish. (Gee, 2013; Gee, 2016; Gilmore, 2014).

(Gee, 2016; Gee, 2013; Gilmore, 2014) Image: (Gilmore, 2014)

26
Product Advertising

Finally, Cascade also wants the audience to know that

Cascade is easy to use. In multiple commercials, a man is in the
room and is portrayed as not being very intelligent. In the Bargain
Brand commercial, the man comes home with the bargain brand
dishwasher tablets. A kitchen counselor appears and tells them to
use Cascade, which cleans the dishes (Gilmore, 2014). The men
being portrayed as dumb shows that anyone can use Cascade
Platinum.
The overarching message that all of the ads convey is that
Cascade Platinum is better than any competing brands and that it
will clean the toughest messes with little effort from the consumer.
This is conveyed in multiple brand comparisons and examples of
burnt-on messes that are shown to be cleaned by Cascade Platinum
in all of the commercials.

(Gilmore, 2014) Image: (Gee, 2013)

27
Product Advertising

Target Audience:
Demographics:
Age: The target audience for Cascade Platinum is obvi-
ously middle-aged people between the ages of 28 and 36, since
those are the people who would be able to afford the dishwasher
to use the product. Also, middle-aged people tend to own their
own homes as well. In all five of these commercials, the actors are
people that are middle-aged, and they can be seen in their homes
crowded around a dishwasher. The only real age cap on these com-
mercials is that the audience needs to have the money to afford a
dishwasher. There are no old grey-haired people, or children in the
commercials.
Socioeconomic Status: The commercial has a message that
says that anyone can use this product, but the truth behind the
commercials is that in order to use this product the potential buy-
er must have a dishwasher. A dishwasher is expensive, so it is clear
to see that the target audience is anyone that has the money to
buy a dishwasher and invest in high-end dishwashing detergent.
This means that they have a minimum annual income of about
$35,000. The target audience is middle to upper class.

28
Product Advertising

Gender: The commercials include both men and women in

it. However, there are more women than men in the commercials.
The commercials play on typical gender roles/stereotypes where
women are thought of as staying home and cleaning while the men
go to work.
Ethnicity: All five commercials focus on Caucasians, since
they are trying to target more upper-middle class members. Ev-
ery single actor in these commercials is Caucasian (Cascade, 2016;
Gee, 2013; Gee, 2015; Gee, 2016; Gilmore, 2016)
Psychographics:
Attitude towards cleanliness: All five of these commercials
show actors that are portraying people who would take cleaning
seriously. The commercials show people fighting over how to prop-
erly clean dishes, like it is some sort of competition (Gee, 2013;
Gee, 2016). This idea that cleaning dishes is some sort of competi-
tion is introduced in these commercials. Another thing that can be
observed from the commercials is that all of the kitchens in these
commercials are big, white, and clean (spotless). This shows people
who are so serious about cleaning that they keep their whole house
as clean as possible.

(Cascade, 2016; Gee, 2013; Gee, 2015;

29 Gee, 2016; Gilmore, 2016)
Product Advertising

Attitude towards traditional gender roles: Throughout all of

these commercials, the concept of traditional gender roles is shown
through the actors. The female actors portray women who are ex-
perts at cleaning, and that they know exactly what product to use
to get a spotless clean. However, the men in the commercials are
represented as not knowing the first thing about cleaning anything,
and they are shown that they need help figuring out what prod-
uct to use (Gee, 2015; Gilmore, 2014). The commercials play with
the idea that women stay home, clean, and cook, while men go to
work.
Attitude towards social interactions: The commercials depict
people who enjoy socializing with other people, and like competing
with others. One of the commercials takes place during some sort
of social gathering or party because there are five people who are
present. In that same commercial all five of the actors are trying
to give their input as to how to clean a stain off a pan (Gee, 2016).
There is another commercial that shows two women bickering and
fighting about how to clean some tough stains off dishes. These
women are trying to compete to see whose method will clean the
dishes better (Gee, 2013). These commercials paint the audience as
people who enjoy socializing with others, and the commercials try
to appeal to the competitive nature that exists in humans.

(Gee, 2015; Gilmore, 2014; Gee, 2016;

Gee, 2013) 30
Future of Cascade
Advertising
Even with all the success that Cascade has experienced, it still
could improve in two areas with advertisings. One area that should
be improved is to have more gender equality in the commercials.
There was only one commercial out of the five analyzed that
showed the man being right. The other commercials analyzed
showed the women knowing more about the product than the men.
A second improvement would be adding more diversity to the com-
mercials. Out of the five analyzed commercials, there were 17 peo-
ple and only one was not Caucasian. The added diversity would
expand its target audience.

Image: (Gee, 2016)

31
Future of Cascade
Advertising
There seems to be an untapped market in men that Cascade
doesnt target. The commercials that were analyzed showed that
the men were less knowledgeable than they actually are about
washing dishes. Out of 17 total people, there were only five men in
all the ads combined, which shows how heavily women are target-
ed for housekeeping. (Cascade, 2016; Gee, 2013; Gee, 2016; Gee,
2015; Gilmore, 2014).

Image: (Cascade, 2016)

(Cascade, 2016; Gee, 2013; Gee, 2016;

Gee, 2015; Gilmore, 2014)
32
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40