Downy Gold

Brand Challenge

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.

 

Consumer Problem

Daring women are often discouraged especially by their families. 

​

Insights

People look for prosperity during Tet but rarely realize the prosperity they need is already at home

​

Strategy

Provoke husbands that a daring woman will bring prosperity more than other material wishes

 

Outcome

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.