Tuesday, August 3, 2010

Fresh Sheets for a Week

Technological advances ... some are worth having, others aren't worth their weight in gold (or the quarters and dollars it costs to buy them). But, when technology can deliver a benefit that consumers really want, then it's a win-win.

Case in point: Downy.

Through the wonder of microencapsulation technology, Downy can now deliver scent pearls that offer long-lasting freshness ... up to one week of freshness, to be exact. And where do consumers most want to smell that freshness? In their sheets of course. Downy promises that every night you crawl into your sheets - for one entire week - you will smell fresh sheets!

Staying in line with P&G's promise last year, Downy has established a Facebook presence that is actually worth checking out. Ads direct consumers to http://www.facebook.com/downy, where they can “share [their] love of clean sheets.” They also give a plug to their cause marketing program, "Quilts for Kids."

Great photos on Facebook. Nice linkage between the brand (providing comfort) and philanthropy. Great opportunities for storytelling.

No surprise from the 2009 Marketer of the Year. Congratulations Procter and Gamble on a job well done.

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Sue Northey - Find me on Bloggers.com