The new campaign for the fabric softener brand Downyfrom P&G, was created by the agency Gray Brazil completely inspired by the context of Big Brother Brasil 24. In a busy environment, with no windows, with clothes left in suitcases and different smells exhaled by all participants, the “Breathe, Downy” concept expresses the satisfaction of feeling the scent of clean clothes provided by the product.
“Participants share rooms with several people. This makes the scent of clothes a real olfactory challenge. In this scenario, Downy, the #1 softener brand in sales and the most remembered by Brazilians, arrives at BBB 24 to be an olfactory oasis and give participants peace of mind”, says Fernanda Peka, associate Creative Director at Gray Brasil, highlighting the The main attribute of P&G fabric softener is that it has a scent that lasts longer and protects clothes against bad odors.
The campaign features a film for Globo’s commercial breaks and a soundtrack that will be used in all digital media and formats to amplify the reach of the campaign’s central motto message. An exclusive team at Gray Brasil was assembled to lead Downy’s social networks for BBB 24, amplifying and enhancing the concept in interactions with the public.
The brand’s presence in reality show The most important feature on Brazilian television has several episodes planned during the season. The first of them was organized in partnership with designer Alexandre Herchcovitch, with the theme “Breathe and wear perfume”, which took participants into the brand’s universe in a fashion show. Herchcovitch, who celebrates 30 years of career this year, developed an exclusive fashion show for BBB inspired by the main versions of Downy, with the participation of models and influencers Lore Improta, Lele Burnier, Bianca Dellafancy, Amaury Lorenzo, Vittor Fernando and La Robertita.
“The clothes worn by models and influencers they were custom-made, embodying all the sensoriality of the brand’s main fragrances”, explains the designer. There were 12 looks presented in two entries of each model.
P&G sponsorship strategy on BBB 24
Thiago Nakashima, director of Hair Care brands at P&G Brazil, highlights, in addition to Downy, the participation of the shampoo brand Pantene on BBB 24. The executive highlights that the sponsorship strategy, aligned with the program’s diversity, strengthens P&G’s commitment to representation and plurality, establishing a more meaningful connection with its consumers. By choosing the program as a prominent platform, P&G reaffirms not only the excellence of its products, but its relevance in the Brazilian cultural context.
Over the past few years, this consistent communication, which demystifies the benefits of its products through simple narratives, has also proven to be very effective in positioning P&G brands. Based on active listening, in 2022, Downy impacted Brazilians when she was called “Dni” by singer Naiara Azevedo, now the brand’s ambassador.
“Leveraging the reach and brand recall that Downy’s sponsorship has brought, we want to further consolidate our authority in perfume that protects against bad odor. Our intention is that, more and more, consumers have the opportunity to discover the superiority that Downy offers, and the program is a great showcase for us to achieve this objective”, assesses Maria Belen Silvestris, senior director of Marketing at Downy.
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