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Proctor & Gamble has taken new steps toward tapping into the female consumer market with the Downy Simple Pleasures line of products.
The company has chosen something as ordinary as fabric softener and customized it for individual consumer need and desire.
Five scents are hers for the asking, ranging from Almond Cream Bliss to Spice Blossom Dare (and check out that black bottle for Orchid Allure – it works!). The containers have been designed for a feminine, elegant feel, yet are easy to hold in your hand. Form follows function, for a change.
The ad campaign is an excellent example of how to acknowledge and speak to consumers that reside in different personality neighborhoods.
Reminiscent of Dove’s Campaign for Real Beauty, the 30-second television ad nails the message to consumers through visuals, copy, and music. Simple, light, easy… and appealing.
Every woman has many sides.
Express each one more with Downy Simple Pleasures.
Feel more calm with new Downy Lavender Serenity…
Feel more daring with Spice Blossom Dare…
Feel more elegant with Orchid Allure.
Now all have new “in-scent pearls” that help you express every side of you.
Downy Simple Pleasures…. Feel more.
The website follows suit, with more detail on the products, a tool to help you select your scent, and a reminder of choice in either liquid or dryer sheet form.
Like I’ve said here dozens of times, a woman has many sides. It’s nice to know that Downy is working that knowledge to its advantage.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Love this campaign! My wife and I saw the t.v. commercial and immediately knew Downey hit it out of the park!
Colors, scents, bottle design, immagery music and copy are masterfully congruent.
Nice analysis Michelle. Although Laura Ries harping on “Hamburger Helper’s line extension creating *too many* choices” comes to mind here. Wonder how Downey’s sales will turn out.
Btw, love the new look of your website. Congrats!
Ok, this logically makes sense to me, but when I first saw the ad (and I’m a woman, although you may not be able to tell from my name), I thought it was probably the dumbest idea ever. How the heck is a fabric softener fragrance going to make you feel sexy or calm? Isn’t that why women wear perfume?
I’ll admit I’m not Downy’s target audience because I don’t use fabric softener and I am very sensitive to anything with frangrance. But still, this just seems downright silly.
Tom – thanks to Lydia for the heads-up on this campaign!
Patrick & Terrell: thanks for the comments! I think whether or not the campaign succeeds will depend on whether or not this is a “limited time” trial for them. If they keep up with the good advertising, it could be a long-term winner.
Scent is a powerful motivator, and if the scents they chose are well created, it could be a profitable move.
Terrell: interesting point on unscented items. I use Downy and choose the unscented version for sensitivity reasons, too. What I like about the website for Simple Pleasures was that when you use the “choose your scent” tool, the unscented version of Downy is included as well. Smart move.
With any marketing campaign, there will be an audience that resonates with the product, and an audience that is skeptical. The trick is do limit the skeptics and persuade the resonators. That’s why I love marketing!
“You can’t have insiders without also having outsiders.” – RHW