Downy Single Rinse

In times of crisis, how do you re-frame to add value?

CHALLENGE “Downy for Free” re-frames value by rationalizing their

Facing a skeptical consumer
Downy Single Rinse was introduced to the market in January
2008 to recruit non-users and lapsed users of fabric condi-
tioners. No claims of softness and freshness could convince
them to add fabric conditioners to their laundry process.
Their laundry detergent did the job just fine, thank you.
purchase. Leveraging on the consumers’ concern with
rising costs and their shrinking budgets, the promise of
immediate savings gives them a ‘risk-free’ reason to try a
new product that they would have otherwise passed up on
because of their cost versus effectiveness approach.
RESULTS

By re-framing value to set the stage for a stronger accep-

But Downy Single Rinse was a technological breakthrough.
tance of a seemingly incredible proposition, Downy for Free
Aside from the primary freshness benefit, it reduces
engaged skeptical consumers to try Downy Single Rinse.
rinsing from the normal three-four times, to just once.
However, despite the promise of much less effort on their
• Downy Single Rinse volume increased by 62% in
part, non-users remained unmoved as they equated their
August 08 - January 09, compared to the previous
hard work doing laundry with their love of family.
six months.

Our Campaign Objectives were thus tough:

• Downy Single Rinse share of the fabric
Objective 1: Increase Downy Single Rinse volume by
conditioner category grew by 52%, from 12.4 %
20% Objective 2: Increase Downy Single Rinse
to 18.8 % in the same period.
share of total Downy volumes from 14% to 20%
state of the art infrastructure.
• Downy Single Rinse share of total Downy rose to
22%*from 14.8%* in the previous period.
IDEA/SOLUTION
(Source of data: ACNielsen)
Exploiting the powerful message of “FREE”

Our targets see Downy as an expensive brand. In the six An Added Bonus
months since Downy Single Rinse was launched, many
have remained skeptical about how the product works. It No doubt “Downy for Free” contributed much to
just seems impossible. And if it does not do the job, then it the recognition we have received from our client.
is just another fabric conditioner – an extra expense.
• In 2008, Procter & Gamble honored Downy with
the P&G (Philippines) GM’s Award and the P&G Asia
Our proposition: By rinsing only once, President’s Award for ‘Best Long-Term Brand Building’.
the savings from your water bill covers
• And only recently, the P&G Global Award for Brand
the cost of Downy Single Rinse. Building Innovation and Excellence (ABBIE) was
conferred upon Downy Philippines – the best among
We yelled as loudly as we could: “Downy for Free!”
the best in the world!
We chose to focus the communications on water savings,
to appeal to their value mindset. To be more convincing,
the water savings benefit had to be transformed into
something of immediate and palpable value to them – a
monetary proposition that reassures them that they are
in fact saving more than the amount they are spending.
CAMPAIGNS & GREY
Yoly Ong, Chairperson
yolyo@campaignsandgrey.net

Worldwide Headquarters
777 Third Avenue | New York, NY 10017 USA | Tel +1 212 546 2000

Jim Heekin
Chairman & CEO
+1 212 546 2000
jkeekin@grey.com

Owen Dougherty
Chief Communications Officer
+1 212 546 2551
odougherty@grey.com