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 Downys SilkTouch
formula, which offers a technology that makes fabrics silky soft so they
glide across the skin.
Downys 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:
Im 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 Im
excited to see them dance to the rhythm of ‘Súbele al Suave’ and have
fun celebrating our fabrics 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 Downys song, Súbele al Suave into www.facebook.com/Downy;
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.
NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF
WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.), AND PUERTO
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 www.facebook.com/downy.
Sponsor: The Procter & Gamble Distributing LLC, 1 Procter & Gamble
Plaza, Cincinnati, OH 45202.
Downy® offers a line of advanced fabric care conditioning products that
helps keep clothes feeling soft and smelling fresh. Downys 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 www.Downy.com.
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 http://www.pg.com
for the latest news and in-depth information about P&G and its brands.