Procter & Gamble decided to concentrate service for the Downy fabric softener brand at Grey Brasil.
The agency headed by Manir Fadel, who was already responsible for Downy’s offline communication, will also take on the management of the brand’s social media, as well as the brand’s strategy as a whole. “We will operate as a creative and strategic hub that takes care of Downy’s communication on social platforms, in addition to the work we have been doing over the years. This move will greatly help the quality of delivery, which will become more integrated,” says Manir Fadel.
Grey, which has been responsible for the Downy brand since 2012, is taking on a new format for serving Downy in Brazil at a time of growth in which the brand has consolidated itself as the best-selling brand of fabric softeners in the country.* “We will take care of how the brand reaches consumers through various points of contact,” explains Manir.
*Based on Nielsen Brazil data for the year 2023.
