The leading fabric softener distributor collaborated with leading furniture store in Jeddah
Leading fabric softener distributor Downy kicked off the launch of their latest product, the Downy Fabric Refresher, in collaboration with leading furniture retailer, Abyat, in Jeddah and took over three rooms over the weekend of April 14th to showcase each scent of Downy’s latest Fabric Refresher. The new product launch is the first-ever all-in-one solution to refresh textiles around the house. In celebration of the launch, Downy held a bespoke brand experience for key public figures from the region to experience the new product themselves.
The brand journey began with a ticket to enter the experience. Guests arrived to discover three key rooms, each of which was based on the different scents of the Fabric Refresher. All three rooms provided a unique adventure – the first room, inspired by the Blue scent, featured an Instagrammable bicycle dressed in flowers and a roaming photobooth. Here, guests collected Downy tote bags along with a bespoke flower bouquet reminiscent of the scent. Next was the green room, where guests participated in an exciting olfactory experiment. Odd-smelling items were covered in Downy’s Fabric Refresher to mask their scent in a covered box, and guests then had to identify the smell. The third and final act of the event was the pink room, where guests could then personalize their tote bags with elegant writing done by a professional calligrapher. Each room showcased the Downy Fabric Refresher in all its different forms and scents.
A decade ago, the concept of Fabric refreshers was an untapped area when it came to home care, often resulting in people coming up with their own DIY solutions. Downy has now found a hassle free solution, with their fabric refresher which not only leaves furniture smelling fresh, but also goes the extra mile by being the one-stop-shop product for killing 99.9% germs and removing malodor.
The evening wrapped up in a social media success using the hashtags إنــــتعاش _دائــــم# #FindTheFreshness, leaving viewers and public figures at ease knowing their homes are in the reliable hands of yet another Downy essential. The creative concept was imagined and executed by influencer marketing agency YKONE Middle East.
