Downy is giving consumers a boost to the senses with its new Downy Unstopables that deliver a fresh-out-of-the-laundry smell all day. When these scented beads are added to the wash, they dissolve and leave clothes with a long-lasting fresh scent, which Downy claims can last up to twelve weeks (perfect for students). Although Downy Unstopables make your clothes smell fresh, they still must be used with detergent and fabric softener, and so the product represents a new addition to one’s laundry care regimen.
Downy launched the new Unstopables with a commercial targeted toward moms. Comedian and actress Amy Sedaris is featured and provides a quick, quirky tutorial on how to use the new scented beads. The character played by Sedaris is a retro chic housewife claiming to be a “laundry expert.” Downy also posted the new commercial on their YouTube channel, Facebook page and official website.
Supporting the ad campaign, Downy has been conducting a sampling promotion where consumers can sign up for on the Facebook page and receive one of 2 million free samples.. After signup, consumers are entered into a drawing for a $1,000 gift card toward all Downy products.
It’s undeniable that everyone loves the fresh-out-of-the laundry smell, but at a time when lots of consumers are cutting chemicals and scents out of their lives, it will be interesting to see how the product fares with its intended audience. Will the new Downy entrant be an Unstopable success?
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