Finish Asks Folks to Skip the Rinse in New Water-Saving Program With National Geographic

Detergent brand kicks off initiative with a virtual dinner led by chef Carla Hall

Finish launched a microsite for consumers to pledge to #SkipTheRinse. Finish

Since Covid-19 lockdowns began in March, eating meals at home has been the norm for many Americans, naturally causing an increase in dirty dishes. As pre-rinsing dishes can be a water waster—Energy Star reports one post-meal pre-rinse can waste up to 20 gallons—Finish is encouraging consumers who own dishwashers to put their plates directly into the machine. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.