Downy: Reignites the charming impression every day

Reigniting the charming impression with Downy as we change an old belief in using fabric softener with the way of executing the advertising. Fabric softener not only makes your clothes softer and more scented but also, in Thailand, it helps create a good impression on others. Everyone can be impressed and mesmerized by the powerful scent. It's a good approach to highlight our Downy Parfum's benefit. However, every brand in the market uses this same point to sell their products as well.
Agency: Leo Burnett

In order to differentiate ourselves from the market, Downy has researched and found an effective insight that customers have perceived Downy Parfum, which is a fabric softener that can be used to create an impression on special occasions and for special clothes only. However, customers have a deep-down need – to create a good new impression every day for their special someone.

Thus, why don’t we create a campaign for everyone to use Downy Parfum in their daily life instead of on special occasions only?!

“No matter which outfit, you can smell the new impressive and mesmerizing scent all day, every day.” This is the new way of communication in this campaign, which will differentiate us from our competitors that only focus on generic impressions.

Despite the clutter of fabric softener advertisements, we want to make a change in visualization and make a social movement. Thus, we created 2 online videos that repeatedly highlight impressive everyday moments with the Thai’s sense of humor and strong execution of product benefits.

But that’s not enough, we want to be a part of creating equal opportunity in the advertising industry. In the past, LGBTQIA+ actors/actresses had been portrayed as funny/joker characters. They don’t have much chance to play the roles they deserve.

As Downy Parfum can be used by everyone and every gender, so why don’t we tell a story of an INDIVIDUAL who creates an everyday impression played by an LGBTQIA+ actress. We invited a transwoman to play a role in Downy advertisement where she deserves to portray herself as she is.

With the right insight, right execution, and the right product’s benefit, Downy and Leo Burnett Bangkok can deliver not only an effective campaign but a movement for gender equality!