Per P&G consumer research, doing dishes remains the No. 1 disliked daily chore.

So, Dawn set out to make dish duty easier than ever with its best liquid dish soap innovation to date: PowerSuds.

The new proprietary Dawn PowerSuds formula delivers double the suds with bubbles that trap grease and eliminate residue from traveling and transferring across dishes, allowing people to wash a sink full of dishes more effectively while spending less effort cleaning the same mess repeatedly, officials said.

Proprietary Trap & Lock Technology

As Dawn’s best liquid dish soap, Dawn PowerSuds’ innovative formula includes proprietary Trap & Lock technology to remove up to 99% of grease; longer-lasting cleaning power with two-times suds that stay whiter, longer; new ingredients to help break up soils and prevent grease from re-depositing on the next dish; and instant-drying action for cleaner, shinier and more spotless dishes.

The refillable Dawn PowerSuds EZ-Squeeze bottle stands on its cap and dispenses from the bottom for less mess.

Dawn PowerSuds is available at grocery and mass retailers nationwide in a variety of sizes starting at $3.94.

Social Media Campaign

To show consumers how PowerSuds makes cleaning up after throwing down in the kitchen easier than ever, Dawn has teamed up with rapper and social media creator Charlie Curtis-Beard to create an original song, “Double the Suds,” that proclaims the power of suds and gets people singing, not stressing, at the sink.

“Not only do I love experimenting with my music, but I also love experimenting in the kitchen—and I have always trusted Dawn to help me with the clean up,” said Curtis-Beard. “I loved the creative challenge of expressing the new sense of ease and empowerment Dawn PowerSuds now brings into your everyday dishwashing routine. I tried to capture and transform the power and potential of suds into a beat that got people enjoying their time at the sink.”

Check out a clip here: