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Downy


a scented brand charms women in México and Colombia

our brand vision —

Brands&People x Downy

Smells ring bells. It’s well-known that scents have a powerful effect on the human brain. In fact, studies suggest about 75% of emotions start in the nose. Procter&Gamble’s Downy fabric softener speaks directly to this very human response.

After a highly successful project for P&G’s Ariel Power Pods, we are delighted to again collaborate with the company on a campaign for Downy in Latin America, where laundry and fabric care are culturally rooted in families. Today, younger users are challenging the way the category behaves. Their clothes play a bigger role in self-expression than the generation before them.

Brands in this category like to tell the same story about how their product helps mothers connect with their children through the fragrance of clean clothes. Doing laundry has been cast as an act of motherly love captured in an array of classic fragrances: sea breeze, enchanted forest, flowery spring. But young mothers are looking for something new.

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The sensorial custumer

Women in Latin America want to create experiences on their own terms — not their mamas’. In Colombia and Mexico especially, women are known to be driven by smells. For their clothes, they look for a fragrance that reflects who they are. Modern and original. Customization has become a powerful tool to engage them.

Downy knows that no two women are alike. The brand is the first to offer a line of perfumes and scent boosters that can be mixed to create custom aromas. With the Downy Perfume Collection and Downy Unstoppables, the brand is looking to transform not only the laundry experience but also how women feel about themselves and their clothes.

Intensifying a woman’s personal touch

Our challenge was to shift the category’s historical narrative. To move from mother to woman, reconnecting with the customer’s own identity. Beyond laundry, we wanted Downy to become a hallmark of each woman’s unique essence. We gave women the power to imagine, experiment and play with scents to discover how a personal touch can make them feel special. We told them: —Mixing makes you unique—. (Mezclar te hace única.)

Mixing your unique downy commercial

Mixing makes you unique

Mix and hug downy detergant commercial

Mix & Hug

Mix and rest Downy detergent commercial

Mix & Rest

Mix & brighten up Downy detergent commercial

Mix & Brighten Up

Mix & conquer Downy detergent commercial

Mix & Conquer

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Mixing makes you unique

For Colombia and Mexico, we created colorful, vibrant images of women matching their clothes to their personal style by mixing Downy products. These unique visuals came to life in a splashy TV commercial filmed in Buenos Aires. For social media, we launched four educational videos to show women how they could combine fragrances and why they should. We wanted to break product adoption barriers by reinforcing the product relevance and performance. Facebook was also key in connecting with them. We made sure every post told a story about how Downy highlights each woman’s personality by transforming the scent of their clothes and making the fragrance last for up to 12 weeks.

Aromatic aftermath

In just three months, our campaign proved highly effective. We increased top of mind by 14% and significantly reversed a negative trend in the category: Overall Rating, Value Rating and Trial were up by up to 10%. These immediate results will, in the long run, keep improving the brand’s equity through a vision of combining attributes like lasting fragrance, sensory pleasure and fashion, positioning Downy as an inspirational brand that celebrates the creativity and uniqueness of Latin American women.

This smells really good.

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