Dash Turns 60!

This year, Dash celebrates 60 years in Italy, marking a journey that began in 1965 and revolutionized the way people do laundry, becoming a fixture in the homes and hearts of generations of Italians.

Dash is “one of the family.”

Launched by Procter & Gamble with the goal of offering a product capable of delivering outstanding laundry performance, Dash quickly earned consumer trust thanks to its effectiveness, reliability and ability to evolve with the changing needs of Italian families. Over time, it has consistently reinvented itself through new formulas, new products and new packaging.

Dash has always had a pioneering spirit. In 1982, it was the first to introduce the “briefcase format” for powdered detergent in Italy — designed to optimize home storage — and in 2010, it launched single-dose laundry detergents, the Dash Ecodosi, which later became Dash Pods, revolutionizing laundry with a practical, fast and easy-to-use solution embraced by millions of Italians.

Iconic communications that shaped the history of Italian commercials.

Dash is also distinguished by its iconic advertising, which has left a lasting mark on Italian media history and become part of the national imagination. From the historic cylindrical “fustino” with the unforgettable slogan “whiter than white,” to the legendary “Impossible Trade” campaign featuring the affable Paolo Ferrari — Dash’s face in the 70s and 80s — offering Italian housewives a swap of two regular detergent containers for one Dash. The ad became so iconic that Dash revived it in the '90s with a refreshed look, and again in the early 2000s in a humorous and playful tone. Numerous celebrities from entertainment and sports have starred in these memorable campaigns, including the charming actor Enrico Brignano. Over time, Dash has evolved its communication style with humor — up to the current witty and surprising “Relax, then wash with Dash” campaign — while always remaining authentic and beloved, winning and maintaining the trust of Italian families.

Social Commitment.

Dash has long been a pioneer in social responsibility. In 1987, it launched Missione Bontà (Mission Kindness), the first major solidarity campaign promoted by a commercial brand in Italy. This initiative spanned over 20 years and saw Dash partnering with organizations such as Fondazione ABIO Italia Onlus for hospitalized children, Action Aid and UNICEF to create playrooms in pediatric wards, build schools and water systems and provide health education programs in Africa — among many other initiatives to help those most in need. Dash’s community engagement continued over the years with Fondazione Banco Alimentare ONLUS, supporting the fight against food poverty in Italy, and during the darkest days of the pandemic by raising funds for Rome’s Spallanzani Hospital.

Dash Today.

Today, Dash is more than ever a symbol of innovation and responsibility, maintaining its leadership in an extremely competitive sector. The secret to its enduring success? Constant innovation, which ensures powerful cleaning performance even in the most challenging conditions, a solid commitment to environmental sustainability and a consumer-centric vision focused on real needs.

A clear example is the innovative Dash Power line — available in Pods, liquid, and powder formats — whose formula delivers impeccable results even in short and cold cycles, helping reduce energy consumption and CO₂ emissions. Sustainability is also at the heart of its first-ever cardboard packaging, fully recyclable, for the Pods. The Dash Power Pods’ cardboard box also features tactile markers and a Navilens QR code — small but impactful details that make the product more accessible to people with visual impairments.

What about the future? Expect even more effective formulas designed to meet today’s needs and anticipate tomorrow’s, making laundry a simple, stress-free task — delivering perfect cleanliness even in short and cold wash cycles.

60th Anniversary Initiatives.

It’s not just the content evolving. In its 60th anniversary year, Dash unveils a new look with completely redesigned packaging and a refreshed logo — created to reflect both sides of Dash’s identity: technical reliability rooted in six decades of research and high performance, and the warmth and positivity of a brand that has always been a part of Italian family life.

But there’s more. To celebrate its 60th birthday, Dash is offering a special gift to all Italians. With the “Relax, Dash has been washing for 60 years!” initiative, for every product purchased, Dash will reimburse 60% of the amount in shopping vouchers and give consumers a chance to win the iconic cylindrical fustino in a special limited edition dedicated to the brand’s 60th anniversary.

It’s a tribute to the past with an eye on the future, symbolized by the celebratory 60th anniversary logo that cleverly combines the number “60” with the infinity symbol — perfectly representing Dash as a timeless brand.

This summer, Dash will also take its 60th celebration online, partnering with a variety of influencers who will share the story of a brand that has found a place in the homes — and hearts — of generations of Italians.

“In Italy, Dash is a true ‘lovemark,’ one of those rare brands that have not only entered the homes of millions of Italians but also their memories and hearts, thanks to superior performance, lasting reliability, and its authenticity combined with the ability to evolve over time,” said Paolo Grue, President and CEO of Procter & Gamble in Italy. “Over the past 60 years, Dash has been a pioneer in many ways, embodying the principles that have always guided Procter & Gamble: understanding consumer needs and leading innovation to deliver products that are up-to-date, effective, more sustainable and inclusive. With unforgettable campaigns and a strong commitment to social responsibility, Dash embraces the possibilities — and responsibilities — that come with such a widespread presence in Italian households.”