Downy Rinse & Refresh
BACKSTREET BOYS TELL YOU WHY
In 2022, Downy launched its biggest innovation in 30 years, Downy Rinse & Refresh. With 1 in 3 households claiming malodour as their top laundry issue, Downy offered a new groundbreaking deep-cleansing fabric rinse, designed to help remove these odour-causing residues. So how can we launch Downy Rinse & Refresh in a breakthrough way, as a new category and resonate with our Millennial target audience?
We started with the insight that set-in odors can ruin everyone’s favorite clothes. In this case, a band t-shirt. So who better to tell you how to save your favorites than the biggest-selling boyband of all time, Backstreet Boys. Through a clever use of their iconic 1 hit song, “I Want It That Way”, we went to educate our hero woman (and America) on how to finally remove odor from their favorite clothes with Downy Rinse & Refresh. So everyone can keep their favorites their favorites.
SELECTED PRESS
Adage : Creativity Pick of the Day
Adage : The Top 5 Creative Campaigns You Need to Know About Right Now
Muse by Clio : Backstreet Boys Want It That Way for P&G's Downy
Adweek : Backstreet's Back, Alright, for Downy Rinse and Refresh
Shots : Will someone please tell the Backstreet Boys why they're in a Downy ad?
MarketingOops! : Downy ใช้พลัง The Backstreet Boys ดึงวลี tell me why โชว์สุดยอดนวัตกรรมซักผ้าใหญ่ที่สุดในรอบ 30 ปี
RESULTS
862M+ earned media impressions
33.8M+ social listening impressions
25% increase in sales in just 3 weeks
63% increase in search of the product
43% of growth for Downy
