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Dawn cleaner a hit in oil spill cleaning of wildlife

BP's brand may be tarnished with each week that oil spills into the Gulf of Mexico.

But a brand manufactured in Kansas City, Kan., is enjoying the kind of publicity that can't be bought or planned.

Just about any article or newscast about wildlife coated with oil in the gulf region mentions Dawn — the only detergent recommended for cleaning the hundreds of afflicted pelicans, gulls and gannets.

"It's kind of something that fell into our laps," said Susan Baba, a spokeswoman for the dishwashing liquid.

Marketing experts agree that it's hard to beat the product placement that Dawn has achieved.

"They're getting great publicity," said Larry Gresham, a marketing professor from Texas A&M University. "I don't see anything but an upside for Dawn on this."

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