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You'll Remember The Days Campaign

Print, TV, Digital

The Challenge: Downy was rebranding their scented fabric softener, Downy Simple Pleasures, as Downy Infusions to feel more premium and pop off the shelves. They needed a campaign that alerted Simple Pleasures users to the change while standing out from the clutter.

The Solution: Rather than create a typical laundry-filled campaign, we treated Downy Infusions as if it were a luxurious perfume. Downy Infusions is so lovely, so fresh, you'll remember the days you wear it. Everything felt beautiful, premium and fresh, just like Downy scents.

A TV spot featured an unforgettable day, complete with a cameo by Isaiah Mustafa.

Downy Infusions :30
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Print was as lovely as a perfume ad. 

Downy Infusions.jpg

We cross promoted with other Downy products and took over sites our target was sure to visit.

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Downy's website was updated to highlight the new product. Scent descriptions made each bottle of Downy Infusions feel like an unforgettable experience.

Downy Infusions Website
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