Downy Celebrates with Consumers the Softness of Their Clothes Through Events and Contests That Will Make Them Dance

To leverage the launch of its SilkTouch™ technology, Downy

invites consumers to celebrate softness by dancing through Downy events

and the contest “Baila Súbele al Suave.” A survey commissioned by

Procter & Gamble (P&G) and its fabric softener brand, Downy, revealed

that consumers experience positive feelings when they touch the softness

of their clothes after being washed.

Among the findings, the survey discovered that 80% of consumers feel

happy while some even feel like dancing when they touch the softness of

their clothes. It also showed that 45% of consumers agree that having

soft clothes is very important for them.

Downy understands softness is an important element for Hispanic

consumers when it comes to their fabric and clothing items, and wants to

celebrate there are different types of softness with Downy’s SilkTouch

formula, which offers a technology that makes fabrics silky soft so they

glide across the skin.

“Downy’s continuous efforts to respond to the likes and trends of

Hispanic consumers are evident with these celebrations,” said Carolina

Rogoll, Downy Brand Manager. “We know softness is an important element

for their satisfaction when using a fabric softener and this is why we

are responding with our SilkTouch formula.”

Downy on-site and on-line celebrations

To celebrate fabric softness with Hispanic consumers in the United

States, Downy invites consumers to participate in events and contests

that will make them dance. Consumers will be able to interact with local

celebrities and participate in dance contests to the rhythm of the

“Súbele al Suave” song and walk away with prizes. The events are open

and free to the public and will be in:

“I’m very happy to celebrate with Downy and with Hispanic consumers the

softness of our clothes and what better way than dancing to the Latin

beat,” said Javier Romero, Hispanic radio host and celebrity. “For me

and my family it is very important to feel our fabrics soft after

laundry and with Downy SilkTouch formula you can feel the silky


“I love to spend time with my Latin community in Los Angeles and I’m

excited to see them dance to the rhythm of ‘Súbele al Suave’ and have

fun celebrating our fabric’s softness with Downy,” said Piolín, Hispanic

radio host and celebrity.

For those unable to attend the events, Downy wants to extend its

celebration on-line by engaging consumers to participate in the Facebook

contest, “Baila Súbele al Suave.” Participants can upload their video

dancing to the rhythm of Downy’s song, “Súbele al Suave” into;

there will be a daily drawing for 2 iPod shuffles during the submission

phase that ends on April 8. The panel of judges will select the top ten

– and they will receive a one year supply of Downy with SilkTouch, and a

public vote will select the winner of a washer and dryer and $1,000.

Consumers can submit their videos from now thru April 8 and the Top 10

will be announced on April 13. The Grand Prize winner will be announced

on April 30.



RICO, 18 YEARS AND OLDER AND who did not purchase any equipment for

purposes of entering the PROMOTION. VOID WHERE PROHIBITED. Enter Contest

and Sweepstakes by 4/8/12. For Official Rules, prize descriptions and

odds disclosure, visit

Sponsor: The Procter & Gamble Distributing LLC, 1 Procter & Gamble

Plaza, Cincinnati, OH 45202.

About Downy®

Downy® offers a line of advanced fabric care conditioning products that

helps keep clothes feeling soft and smelling fresh. Downy’s family of

liquid fabric softener includes: Ultra Downy, Downy with Febreze® Fresh

Scent, Downy Pure Essentials™, Downy Experientials™, Downy Unstopables™

and Downy Simple Pleasures®. Downy also offers a variety of dryer

sheets. For more information, please visit

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around

the world with its portfolio of trusted, quality brands. The Company’s

leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®,

Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®,

Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head &

Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi

Pur®. With operations in about 80 countries, P&G brands are available in

more than 180 countries worldwide. Please visit

for the latest news and in-depth information about P&G and its brands.