Downy Scent Switcher: Downy Invisible Wives

This case study describes the Indonesian launch of Scent Switcher, a new varient of fabric enhancer from Downy, by using an online video.

Downy Scent Switcher: Downy Invisible Wives

Agency: WPP Team P&G ASEAN, ThailandClient: Procter & Gamble

Summary statement

When Downy introduced its Scent Switcher variant in 2014, it wasn't just a new product launch but a category breakthrough. A fabric enhancer that allows users to change the scent on their clothes just by rubbing the fabrics, we created a campaign idea that eschewed the usual fragrance-centric communication. We focused instead on how scent-switching becomes one of the most distinctive actions women can do to get noticed. To do that, we performed a switch of our own. We filmed...

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