Comments on: Downy “Simple Pleasures” Hits the Marketing to Women Bullseye http://www.wonderbranding.com/2010/01/downy-simple-pleasures-hits-the-marketing-to-women-bullseye/ Speaking, Workshops, Articles Wed, 01 Feb 2012 18:39:25 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Patrick Sullivan Jr. (@editweapon) http://www.wonderbranding.com/2010/01/downy-simple-pleasures-hits-the-marketing-to-women-bullseye/comment-page-1/#comment-2626 Patrick Sullivan Jr. (@editweapon) Thu, 21 Jan 2010 19:37:49 +0000 http://www.wonderbranding.com/?p=2406#comment-2626 "You can't have insiders without also having outsiders." - RHW :) “You can’t have insiders without also having outsiders.” – RHW :)

]]> By: Michele Miller http://www.wonderbranding.com/2010/01/downy-simple-pleasures-hits-the-marketing-to-women-bullseye/comment-page-1/#comment-2625 Michele Miller Thu, 21 Jan 2010 19:31:20 +0000 http://www.wonderbranding.com/?p=2406#comment-2625 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! :-) 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! :-)

]]> By: Terrell http://www.wonderbranding.com/2010/01/downy-simple-pleasures-hits-the-marketing-to-women-bullseye/comment-page-1/#comment-2624 Terrell Thu, 21 Jan 2010 18:34:21 +0000 http://www.wonderbranding.com/?p=2406#comment-2624 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. 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.

]]> By: Patrick Sullivan Jr. (@editweapon) http://www.wonderbranding.com/2010/01/downy-simple-pleasures-hits-the-marketing-to-women-bullseye/comment-page-1/#comment-2623 Patrick Sullivan Jr. (@editweapon) Thu, 21 Jan 2010 18:11:04 +0000 http://www.wonderbranding.com/?p=2406#comment-2623 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! :) 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! :)

]]> By: Tom Wanek http://www.wonderbranding.com/2010/01/downy-simple-pleasures-hits-the-marketing-to-women-bullseye/comment-page-1/#comment-2621 Tom Wanek Thu, 21 Jan 2010 17:21:09 +0000 http://www.wonderbranding.com/?p=2406#comment-2621 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. 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.

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