Objective: Create a commercial innovation that drives experimentation within the category.

 

Activation: North America, Asia

 

Downy was not launching a new product initiative for another year, but with the recent successful launch of Unstoppables, we did not want to lose momentum in the category. We needed something to keep our shoppers engaged in scent, without creating something new.

 

Scent seekers are consistent in their behaviors. They love scent, and want more of it. We also discovered that our target was very DIY - she loved to create. This led us to an idea in which we let our shoppers create new scents of their own. By mixing various Downy Unstoppables scent boosters and Downy Infusions fabric softener in their washer, our shoppers created the new scents for us and remained loyal to the category.