Downy Newsroom

New Downy® Commercial Encourages Consumers to “Rip Their Clothes On”

Downy leaves clothes feeling so soft you would rather rip them on than off

Category:

Wednesday, December 10, 2014 9:00 am EST

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"While this spot may be different than what you’d expect from Downy, it is based on a real human insight -- soft, touchable clothes play a role in your connection with others on an emotional and physical level"

CINCINNATI--(BUSINESS WIRE)--During last night’s Victoria’s Secret Fashion Show, one of the sexiest events of the year, Downy® debuted its new commercial showing that ripping your clothes on can be sexier than taking them off.

While the spot is a departure from Downy’s traditional advertising, this provocative video touted the benefit of softness in a whole new way and framed Downy as a catalyst for human connection. The spot shows a man and a woman getting intimate—layering on more and more soft clothing as opposed to ripping it off.

Consumers agree that keeping your clothing on can be surprisingly sexy. According to a recent Downy/Harris poll, nearly half of men said it would be sexier if their significant other dressed in clothing that was less revealing to leave something to the imagination. More than 4 in 10 men went a step further to say that jeans and a sweater could be just as sexy as lingerie on their significant other.

When it comes to getting soft, touchable clothing, Downy is an essential part of the laundry routine. Downy instills your fabrics with long-lasting scent and softening molecules that infuses your clothes with long-lasting scent and softening ingredients—making them irresistibly soft and touchable for you and the ones you love.

The Downy/Harris poll proved just how sexy touchable fabrics can be:

  • 83% of respondents agreed that they want to cuddle with their significant other when their clothing feels soft
  • 82% of respondents agreed that when their sheets are soft it makes them want to stay in bed longer with their significant other
  • A majority of respondents agreed that they find soft fabrics irresistible to touch (62% of men agreed; 78% of women agreed)

“While this spot may be different than what you’d expect from Downy, it is based on a real human insight -- soft, touchable clothes play a role in your connection with others on an emotional and physical level,” said Associate Brand Director - North America Fabric Care, Trevor Thrun.

To learn more about Downy’s new commercial, visit www.YouTube.com/Downy and follow @Downy and the #RipYourClothesOn hashtag on Twitter. Watch the full spot here.

About the Survey
This survey was conducted online within the United States by Harris Poll on behalf of Downy from November 20-24, 2014 among 2,066 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact cferoleto@mahercomm.com.

About Downy
Downy® offers a line of advanced fabric care conditioning products that help keep clothes feeling soft and smelling fresh. Downy’s family of liquid fabric softener includes: Ultra Downy, Downy with Febreze® Fresh Scent, Downy Unstopables™ and Downy Infusions®. Downy also offers a variety of dryer sheets. For more information, please visit www.Downy.com.

About Procter & Gamble
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Contact:

Procter & Gamble
Anne Candido, 513-983-9118
candido.am@pg.com
or
Marina Maher Communications
Caitlin Feroleto, 212-485-1676
cferoleto@mahercomm.com

Multimedia Files:

Watch this video
See a couple experience clothes so irresistibly soft, they just have to rip them on. This commercial premiered during the 2014 Victoria’s Secret Fashion Show.
Watch this video
How do you use Downy? And why do you need it, anyway? This explains how one cap of Downy makes your clothes so irresistible.
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6 secrets to irresistible clothes brought to you by Downy fabric softener (Graphic: Business Wire)
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Learn how to get irresistibly soft clothes that you can't keep your hands off with Downy. (Graphic: Business Wire)
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