Downy (fabric conditioner) wanted to launch their new Gold variant called “Daring” in Vietnam, during Tet (Vietnam’s lunar new year). It needed a fresh message to stand out in the season when every brand advertises.
Daring women are often discouraged especially by their families.
People look for prosperity during Tet but rarely realize the prosperity they need is already at home
Provoke husbands that a daring woman will bring prosperity more than other material wishes
A campaign called Women are Gold is created. The launch was a success and Downy Gold is still a key variant for the brand today.