Downy: Give us a week and we'll change your bed forever

Recession-hit US consumers thought that any fabric softener was good enough, a view that was threatening the market-leading Downy.

Downy: Give us a week and we'll change your bed forever

Laura Rowan and Lisa Buckley

Campaign Details

Brand owner: Procter & GambleAgency: Grey New York, Digitas, Landor, Devries, SMG/Media Vest, IntegerBrand: DownyCampaign duration: 1-3 yearsCountry: USMedia budget (USD): $10m-$20mChannels used: Events and experiential,Magazines - business, trade, Packaging and design, Product and other sampling, Public relations, Sponsorship – media, Television

Executive summary

At the end of the 2009 financial year, it became apparent that US consumers felt any brand of fabric softener was good enough at getting...

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