Tkt Obs Lev

1. Project Description
Obsession Initiative
1.1 Why Obsession
07
1.2 Description
08
1.3 Package and Product
09
1.4 Initiative Details
10
2. Who
2.1 Strategic Target and Prime Prospect
15
2.2 Obsession Holistic Profiling
22
2.3 Key Receptivity Themes
27
2.4 Trial and Purchase Barriers
28
3. What
3.1. Equity Pyramid
35
3.2 Brand Character
36
3.3 Obsession Concept
37
i. Results and Drivers
3.4 Communication Idea
43
- KV
- Closure Claim
3.5 Artwork Style and Pack Shots
46
3.6 Package Results Summary
47
3.7 Perfume Scent Results
48
3.8 Line Up
50
4. How
4.1 Communication Plan Choices
55
i. Receptivity Mindset
ii. Key Implications
iii. Storeback - Path to Purchase
4.2. CPC: How the Consumer
60
will experience Obsession?
i. Strategic Roles and key Contacts
ii. Communication Strategic Framework
iii. Level of Priority
iv. Success Criteria
4.3 Visual Assets
69
i. KV & FMOT
ii. In-Store Claim
5. Obsession 360º Execution 75
i. FMOT Menu: Shelf Strategy and Market
ii. Holistic Communication Plan Menu
5.1 Obsession Launch
78
i. Style Guide
5.2 Obsession Leverage
172
i. Style Guide

WHO:
WHAT:
HOW:
Obsession – June ’10
Sensorial consumer / Expressive
Brings you a touch of luxury everyday /
Fine fragrance notes
My perfume in my clothes.
My scent talks about me.
v y unique personality as a woman.
Continue desire of new
enjoyable sensorial
experiences.
Fine Fragrance.
Coding of Identity.
Wants indulging experience
that will be a reflection
of who she is.
Project Description1Why Obsession?1.1
07

Concept: Mexican twist on CEEMEA
Perfumelle, reinforced on Freshness and
LLF vectors, qualified via C&SPIT.
Piloted in Storeback, Claim qualified via
Claim Screener.
Package: Bond with Shrink Sleeve (800
ml) that wins vs. Suavitel Magical
Moments and Suavitel Fresca Primavera.
3 scents in 800 ml, 2.8 l, 5 l, (Mx & Vz);
and 800 ml (rest of LA):
Magnifique, Glamour, Sensualité.
Sweeten the mix of Downy’s portfolio.
UTT focus.
Pricing: 95 index per bottle vs. SMM
(Super Premium vs. DSR).
Line Up: 800 ml, 2.8 l, 5 l.
SOS: June 2010.
Support: JJAS’10; Leverage OND’10
(Jolie Version).
08
Launch Downy’s super premium line to
compete against SMM, with a WPI
proposition to win with our Sensorial PP.
Win against Suavitel MM
(Bottle, product & Concept WPI).
M
agnifique
Glam
our
Sensualité
Jolie(L&
L)
Obsession Initiative - Description
09
Obsession – Package and Product
SSL Bottles with Shrink Sleeve: Wins vs. SMM and Suavitel Regular (90% significance).
Perfume candidates: Significant winner vs. SMM blue version, in neat and dfo pre rub 1 day and 7 days. Parity at post rub stages.
1.31.2

Suavitel Rag FP
Suavitel Reg AS
Suavitel SE FP
Suavitel SE AS
Suavitel SE Aqua
Suavitel MM
Total Ensueño
Total Suavitel
Total Downy
Downy DeLuxe
3%
31%
3%
16%
0%
22%
9%
75%
-9%
Downy DeLuxe – Initiative Details
Super Premium Segment growth is
expected therefore category revenue and
trade margin growth is also expected. See
below the % of SMM sourcing Obsession.
10 11
1.4
Source of Volume

WHO2Strategic Target & Prime Prospect2.1
Global Fabric Enhancer Franchise Modular Architecture
essential
Role in franchise
Future products Future productsFuture products Future products Future products
Current products Current products Current products Current products
Role in franchise Role in franchise Role in franchise Role in franchise
Promise Promise Promise Promise
irresistible
New to the world process
solutions that dramatically
improve your laundry process.
Liberating process solutions.
Laundry strategy-forms.
DSR-white space expansion.
Fast Dry.
No-Iron (LIMs).
PMCs / Holistic Freshness.
Fabric Feel & Touch
(reinvent softness).
Wrinkle Free (Developed).
Re-wear.
Specialty fabrics Care.
In-wear Benefits
(e.g. luxurious feel on skin).
Scent Customization.
Skin (no negatives).
Destiny.
Skin (positives).
Purtity.
Anti-allergy.
UV protection.
Free.
Hebbe-natural ingredients.
AAI-AntiBac.
Mystery.
Simple Pleasures.
Obsession.
Tancahi.
Aromatherapy.
Base Variants. Identity: Temago.
Hard point. Experimental (NA, Japan). Hard point.Laundry Equity strech-new
benefits.
Health and wellness benefits. Makesmyfabricslookbeautifull. Fulfills my desire to care
for myself.
Fulfills desire to care
for family.
Care for the wellness of your
family through fabrics.
Care for fabrics beyond just
clean to soft and fresh.
Care for your fabrics to keep
them beautiful.
Captivating multi-sensorial
fabric experiences just for you.
Role to win
Role of transferable
Role to win
Role to win
Role to win
Role to win
Captivating
multi-sensorial experiences.
Captivating
Captivating
Captivating
Captivating
Liberating
process
solutions
Good
for
us
Soft &
fresh
comfort
Beautiful
look
Sensorial
pleasures
for me
15

Global FE Prime Prospects
Sensorial Focus
1716
Seeks new, enjoyable, relaxing
experiences – “For Me”.
- Make laundry task more enjoyable.
- Process is a way to express self, enhance
mood and indulge.
- A way to pamper and take care of herself.
Scent and other sensorial cues as drivers
of mood and attitude.
- Sensory enjoyment is price of entry, en-
joy smell throughout process and in-wear.
- Scents reflect her.
- Energized and renewed.
- Relaxed and comfortable.
- Femininity.
Up-to-date on trends, open to new
things. 2 Sub-Groups:
- Simple Joys / Happiness.
- High Sensoriality.
What we have done….

14
Profile and Needs
The right scent.
Long lasting accent that
enhances her mood.
Less important.
* Feel good while wearing clothes.
* Fresh feeling in wear.
* Long lasting scent.
Me.
Seeking a pleasurable scent
experience that enhances her mood.
* Emotional fulfillment.
* Enjoying the process.
Self expression, enjoyment.
I love great sensorial experiences that
enhance my mood, give me a little
indulgence, or just make me feel good.
Top FE Benefits
Role of Scent
Role of softness
Motivation
ME/WE
Attitude towards the category
Gratification drivers
Life tension
Desire Experience
sensorial focus
HIGH SENSORIALITY
Small Joy
In-Wear Happiness
Fun and Simple Experience Seeker
Scent Expressives
JAPAN
CEEMEA
WE
NA/AA
Glamorous Experience Seeker (WE)
Groomed to Succeed Elena (LA)
Sensorial Creative (NA)
WE
LA
NA
“I love great sensorial experi-
ences that enhance my mood,
give me a little indulgence, or
just make me feel good.”
FOR ME
SELF EXPRESSION
ENJOYMENT
1918

Sufficient
Consumer Name
Denominator
Brief Description
Right To Win
61% of Mexican Consumers
(TBD or Rest of LA).
#1 #2 #3
She struggles with multiple activities as she tries to
balance between the family responsibilities and her
own needs as a woman. She realizes that by being
happier with herself, her family will be better off
as well. Becuase of this, she looks for products that
either a) provide an effective laundry process that
helps her save precious time with good results; or,
b) products that pamper her as a woman. She is
willing to pay a litlle more to get both...
Downy´s innovation helps her to simplify the process, sav-
ing time. Also delivers scent experiences that pamper her.
Downy Specials, FS products that provide the clothes ap-
pereance - through fragances- that will make her stand out.
She wants to stand out of her social environment,
and for that her / her family´s appearance is cru-
cial. She is a socially active leader. Image and ap-
pearance are a priority for her and she invests time,
energy and money to portray the best image of her
and her family.
Fragance is a strong signal of appearance, and the
FE product she uses plays a key role in providing
signals through scents that are noticeable to other
and show her and her family´s potential: i.e. she will
always try to use the most sophisticated fragrances
in the market to signal status. Important, this target
cuts across SELs.
Practical & Balanced Groomed to succeed Perfect HW, pampering needed
Bea Elena Susan
Downy will provide her the outstanding long lasting
freshness her family is demanding and a more enjoyable
scent experience for her through and after the wash.
She is the perfect mother and HW fully dedicated
to her family and deeply absorbed by the burden of
household chores, that´s why she is very demand-
ing of the FE products she uses. On the surface, she
seems fulfilled and happy with her life, yet inside
she craves for a more balanced one, where she as
well could dedicate some time to herself. Trapped
in this HW job, she manages to escape through
small activities where she can be alone with herself,
such as shopping or even laundry. She needs top
performance products to get the job done well,
while she desires more pampering.
Downy will become a mean to obtain an
enjoyable clothes care
(from rinse to wear).
Downy´s brand architecture and innova-
tion pipeline will be designed based on
her needs and desires.
Meaningful
Mexican Prime Prospects Holistic Profile
Women who seek FC benefits and experiences beyond cleaning that fulfill their need
and desire to make everyday life more enjoyable
Actionable
They are women that do not think women´s unique role is to run
the household / do housekeeping / bear & raise children. They
are women that want a little room for themselves, want to take
more decissions, seek to take more control over their lives. They
look for small moments of enjoyment, which they tend to get from
even the most frugal household activities. They are still traditional
moms in more than one way-still think children and the house-
hold are importan in their life, the are not going to trade this off-
they are just looking for more balance, and a bit of self pampering.
They want to feel women, beyond housewives. In the FS category,
this translates into them being interested in innovative products
that make their FS experience more enjoyable both in process
(through simplified processes), as in outcome (enhanced in-wear
long-lasting freshness, scents that recognize them as women).
Women (F3 users) who would like life to
be more than just household chores. They
are women that do not think women´s
unique role is to run the household / do
hoousekeeping / bear & raise children.
They want a little room for themselves,
want to take more decisions, seek to take
more control over their lives. They look
for small moments of enjoyment, which
they tend to get from even the most frugal
household activities.
They are still traditional moms in more
than one way -still think children and the
household are important in their life,
they are not going to trade this off -they
are just looking for more balance, and a
bit of self pampering.
They want to feel women, beyond house-
wives. In the F.S. category, this translates
into them being interested in innovative
products that make their FS experience
more enjoyable both in process (through
simplified processes), as in outcome (en-
hanced in-wear long-lasting freshness,
scents that recognize them as women).
Who is She? (LA work)
-She is married with kids. She has a daugh-
ter where she puts all her hope.
-She wants her daughter to finish school,
and ideally the university, to have a profes-
sion, a work, and then get married.
-Our consumer knows she is screwed but
wants her daughter to progress, to be some-
one in life. She doesn’t want her daughter
to see her as she sees her mother.
-She knows that some minutes/hours per
day that she dedicates to her, are essen-
tial. She enjoys that a lot (watch a movie,
read a book, do some handcraft stuff, do
her nails, etc)
-She is happy with her life but if she can
start all over again, she would probably
change many things
PRIME PROSPECT: SENSORIAL
FOCUS, WOMEN AND FE USERS
OVER18 Y/O.
* Seeks new, enjoyable, relaxing experi-
ences - “For Me”.
- Make laundry task more enjoyable.
- Process is a way of expressing self,
enhance mood and indulge.
- A way to pamper and take care of
herself.
* Scent and other sensorial cues as
drivers of mood and attitude.
- Sensory enjoyment is the price of en-
try, enjoy smell throughout process and
in-wear.
- Scent reflects her.
- Energized and renewed.
- Relaxed and confortable.
- Feminity.
* Up-to-date on trends, open to new
things. 2 Sub-Groups:
- Simple Joys / Happiness.
- High sensoriality.
The balanced woman (family & her) & enjoyable seeker The balanced woman (family & her) & enjoyable seeker
2120

size
Profiling - LA Sensorial Focus – Who I am
% of REP
With Kids
Washing Machine Own
Yes
Employed
19 - 34 years old
35 - 55 years old
Single
Married / Union Mate
Other Status
Unemployed / Not Work
... as Student
... as Housewife
Superior Education
Secondary School
Primary School or Less
19%
31%
39%
22%
63%
16%
100%
79%
49%
51%
10%
41%
47%
33%
20%
71%
19%
49%
46%
27%
61%
12%
100%
65%
49%
51%
13%
29%
38%
43%
19%
62%
14%
54%
43%
22%
65%
13%
100%
73%
47%
53%
10%
35%
61%
31%
9%
38%
Peru
23%
50%
43%
29%
59%
12%
100%
71%
56%
43%
18%
21%
41%
45%
14%
79%
Venezuela
size
age range
wm penetration
kids
homemaker
employment
marital
status
unemployment
education
18
“… I’m an adventurous and chal-
lenger woman who loves changes
and opportunities in life… I find
myself as a creative person as I’m al-
ways looking for t ideas to improve
my home and personal style...”
“… I’m a woman who needs to
stand out and feel noticed, that’s
why I’m always looking for fashion
tips & style, as I find appearance
as a mean for recognition…”
“… I love to enjoy and pamper
myself with little luxuries… this is
a way to have a balance with my
duties and daily routine…”
23
Obsession Holistic Profiling Sensorial Focus – How I am
Hi! my name is Veronica! I’m a 35 y/o woman, married with kids. I’m a multi-tasking woman
(HW, Women, Worker, Mother) with superior education who is pride of being a modern HW.
I’m an entrepreneur and creative housewife, who is always looking for recognition and new
ideas to improve home and my personal style. I also love my me-time moments to pamper and
indulge myself.
22
ENTREPRENEUR&CREATIVEATTITUDE:
INFO-SEEKERWHOSTRIVESFORSUCCESS&RECOGNITION:
SELFINDULGENTORIENTED:
2.2
Mexico Colombia
Verónica

25
How I relate to the Fabric Care Category How I Navigate the Category
24
DOWNY penetration is currently overdevel-
oped in Mexico (108), while in Andino coun-
tries (Col, Per) Downy has an opportunity to
grow penetration at expense of Suavitel.
ARIEL continues to be a strong building
block to leverage our offering given: a) the
strong affinity it has with Sensorial Focus PP
(Mex 108, Per 113, Ven 123), b) the consis-
tency in both brand Equity Offering.
DOWNY penetration is currently overdevel-
oped in Mexico (108), while in Andino coun-
tries (Col, Per) Downy has an opportunity to
grow penetration at expense of Suavitel.
ARIEL continues to be a strong building
block to leverage our offering given: a) the
strong affinity it has with Sensorial Focus PP
(Mex 108, Per 113, Ven 123), b) the consis-
tency in both brand Equity Offering.
Softeners Penetration:
My relationship with fragrances:
A
B
“… I find myself as a practical shopper
who doesn’t want to waste time… I often
buy products impulsively and also love to
try new things…”
Shopping Attitude: Impulsive & Practical Shopper
“… My past experiences, family advices &
celebrities are truly important for my pur-
chase decisions among household prod-
ucts…”
“… If I try a household product that de-
serves, I would recommend it to many
people…”
Purchase Decisions & WOM: Influenced / Influencer
“… I prefer to buy Household Goods in a
Mini-Store during the week…
… Price, Staff & Quality are important
factors to decide where to shop…”
Supermarket Grocery: Willing to pay for Quality! A
B
C

Contact
TV
Main source of entertainment.
Wide range of shows and channels + kids (ptv).
Magazines
Entertainment + Keep-up with the News.
Extensive titles including fashion, health and home deco-
ration.
Internet
Source of Information.
Not a Heavy-user but tends to be a pragmatic researcher.
OOH
On-the-go situations.
Shopping, malls, kids.
How do I connect? / What do I look for?
27
How I connect each Touchpoint Key Receptivity Themes
Premiumization of my everyday routine
Eager to learn & Open to advice
Pleasing my senses through little luxuries
I usually look for changes in my life because I want to achieve a personal
and distinctive style, but sometimes I feel like I don’t have enough time
for myself or that these luxuries may be over my budget.
I worry a lot about my appearance I like to stand out and be recog-
nized because it boosts my confidence and self-esteem, but some-
times I’m afraid to combine things the wrong way or overdo things,
specially clothes and fragrances.
I like to indulge and pamper myself with little luxuries because I
know I’m worth it but I need reassurance / confidence that I’m
doing the best for myself.
26
2.3

24
Value (12%-> have to pour a lot / does not
yield, bottle is small / runs out quickly).
Trust (42%-> innovation, trust in general).
Improve FE Shelves & Package appearance while
reducing OOS.
In-store claims that clearly explain how Downy
take care of all types of clothes.
Scent barrier among low users: keep on communi-
cating LL Freshness such as in PMC.
Trust and Value / Price: through in-store claims
and visuals communicating innovation.
28
Key Trial & Purchase Barriers How to address Key Trial & Purchase Barriers?
Tackle Trust / Value Trial barrier : “Why
should I pay more for a FE?” via in wear
LLF Outstanding Performance.
Key Trial / Consumption Barrier:
Key Purchase Barier:
In-store awareness & Findability -
“FE Shelf is crowded and difficult to un-
derstand, given all the versions available”.
Long Lasting Freshness has become extremely relevant for
FE consumers. Having a strong LLF proposal with a powerful
communication will boost Downy Trial.
Consumer will look for a product that talks to her as a
women, but still can be used for her whole family without
compromising results, she will look for Performance.
CONSIDERATION:
Key Holistic Profile Insights to address barriers.
29
1
2
1
2
3
4
2.4

PURCHASE BARRIER (shopper)
TRIAL BARRIER
Trial barrier
Purchase barriers
How to address?
How to address?
Tackle Trust / Value Trial barrier:
“Why should I pay for a FE?”
Overal, in-store awareness & findability: “FE shelf is crowded and difficult to understand, given all the versions available”.
De-Selection: In-store awareness & findability:
FE Shelf is crowded and difficult to understand,
given all the versions available.
Stopping Power In store leveraging on the strong packaging
(new highly aesthetic bottle in pearlescent colors and off
shelf disruptive displays).
Selection: Trust / Innovation: I don’t trust Downy.
Downy lacks innovation.
Closure Claim: “Suaviza tu Ropa con Perfume Francés”.
Selection: value perception “Why should I pay more for an FE
when others give me the same benefit at lower price?”.
Closure Claim: “Suaviza tu Ropa con Perfume Francés”.
Via LLF outstading Performance.
How to address Key Trial & Purchase Barriers?
30

WHAT3Equity Pyramid3.1
35
Franchise equity destination
Prime prospects
Strategic target
Women who seek FC benefits and expe-
riences beyond clearing that fulfill their
need and desire to make everyday life
more enjoyable
Irresistible fabric experiences that
create moments of pleasure
Captivating multi-sensorial
experiences (LLF+Scent
/ Prefer+Fabric Feel and
Touch)
Liberating
process solutions
Creates an enticing
and inspiring shop-
ping experience
Fulfills my desire to take the
best care of myself and my
family
Provides high quality performance that justifies the price
REGIONAL STRATEGIC BUILDING BLOCKS
Prevents Malodor
(Japan POD)
Prevents static
(NA POP)
Responsible mom /
Nature family
Appearance and image mother
Efficient process without
trading results
Sensorial focus
Overall Equity
Global: “Alluring, Inviting for an apetite for life”
LA: “She is an inspiring friend that enables you to enjoy life”
Brand Character
PODs
PODs
Lenor
Makes fabrics look
beautiful (NA Japan)
Experimental POD

She is an inspiring
friend that enables
you to enjoy life.
She is close. Near.
Talks with her everyday.
She speaks in a ordinary way.
She is a friend, not a mother, not a sister.
She is a little bit forward in teams of
“modernity”.
She advices her very positively, in order
to allow her to celebrate everything she
does, everything she lives.
Brand Character
Nueva Colección Exclusiva Downy DeLuxe.
Lujo en tu ropa que dura mucho más tiempo.
Consiente tus sentidos con refinadas fra-
gancias desarrolladas por perfumistas
franceses que atrapan tus sentidos y en-
vuelven tu ropa perfumándola durante
todo el día.
Downy Libre Enjuague DeLuxe tiene
microperlas de fragancia que renuevan
su delicado perfume en tu ropa durante
mucho más tiempo, llenando de lujo toda
tu ropa.
Concept driver:
in wear long lasting freshness
Obsession Concept
M
agnifique
Glam
our
Sensualité
Prueba sus tres versiones - Disponible en 800 ml a $16,90.
37
3.2 3.3

1) WPI parity vs. SMM among Rep Base
(after use).
2) No negatives on LLF vs. SMM among
rep and Downy users (after use).
3) Incremental volume.
Met the success criteria although DDL
shows an opportunity area among
Suavitel users.
872 MSU´s Total.
762 MSU´s Incremental.
LAUNCH Downy DeLuxe.
39
i. Results & Drivers
Success Criteria
WPI
LL Freshness DQ
LL Freshness Unfavs
Volume Y1
Recommendation
Downy DeLuxeSuavitel MM
38

-7 %
-8
-50
-10
-3
-5
%
%
-40%
%
%
2 %
-2 %
-2 %
-3 %
-1 %
-4 %
%
DDL is mainly able to source volume (in concept and usage stage) from Suavitel, especially from SMM. On product stage, the
product has almost half (40%) of it’s SOP.
1) Continue communicating LLF while wearing via the PMC RTB.
2) Strengthen softness on the communication (attribute that is a driver and shows opportunity vs. SMM).
41
Where are we sourcing volume from?
Concept stage
Product Stage
Which are the concept drivers?
Key take-away
Recommendation:
References:
40
Downy DeLuxe
Total Downy
Total Suavitel
Total Ensueño
Suavitel MM
Suavitel SEAqua
Suavitel SEAS
Suavitel SE FP
Suavitel RegAS
Suavitel Reg FP
Downy DeLuxe
Total Downy
Total Suavitel
Total Ensueño
Suavitel MM
Suavitel SEAqua
Suavitel SEAS
Suavitel SE FP
Suavitel RegAS
Suavitel Reg FP
-10%
-50% -30% -20% -10% -0% 10% 20% 30% 40% 50% 60%
-5% 0% 5% 10% 15% 20% 25% 30%
28
38
3
50
%
%
%
%
0
-1
-1
%
%
%
Attributes with high influence in PI and low association with the brand = SHOULD BE STRENGTHENED IN THE COMMUNICATION.
Attributes with high influence in PI and high association with the brand = DRIVERS SHOULD BE KEPT IN THE COMMUNICATION.
Attributes with low influence in PI and high association with the brand = NO NEED TO BE OVEREXPLOITED IN THE COMMUNICATION.
Attributes with low influence in PI and low association with the brand = NO NEED TO BE INCLUDED IN THE COMMUNICATION.
Influence analysis - Downy (Rep Base)
Association
Influence
4
3
2
1
0
-1
-2
-3
-4
Mildness on Hands
LLF while wearing
Fabric care
Color care
Mileage
Softness left on clothes
Freshness left on clothes
Overall Product odor
0.00 0.02 0.04 0.06 0.08 0.10 0.12 0.14

1. Siente el encanto del perfume francés en tu ropa durante todo el día con Downy Libre Enjuague DeLuxe.
2. Con el Nuevo Downy Libre Enjuague DeLuxe no te preguntarán qué suavizante usas sino qué perfume llevas.
Winning Qualified Claims (CLOSURE CLAIMS):
SUAVIZA TU ROPA CON PERFUME FRANCÉS…
Perfume francés en tu ropa durante todo el día.
ahora tu suavizante será tu perfume favorito.
35
KV Scored STRONG by Expert Panel (for Launch and Leverage).
Two Communication Idea Routes approved:
Considering C&SPIT information (VR,
PP and Relative Price) of Downy DeLuxe,
we see that the proposition is not seen as
too expensive (like Suavitel proposition).
Consumers claim that Downy DeLuxe is a
product that fits excellent to their budget
and that because of that they could buy
in routinely (higher purchase frequency).
Consumers see this proposition as expen-
sive as other products (SMM is seen as
more expensive).
On top of that, considering PSA (August
08) and seeing that if we have a price point
for a premium LE of around $16,9 we could
have a price elasticity of around -1.4.
Therefore, the recommendation is to
maintain price tested (95% index per
bottle vs. SMM) in order to maintain
good value equation (which is important
in current economic scenario) and with
good incremental volume.
Price Elasticity – How high can we go? OBSESSION - KV & Communication Idea 3.4
4342

KV Qualified STRONG by Expert Panel KV Qualified STRONG by Expert Panel
OBSESSION - KV Launch OBSESSION - KV Leverage

Bond Bottle proposal wins
vs. Suavitel Magical Moments
and Suavitel Fresca Primavera
(90% significance).
Bond Bottle proposal is
directionally better than
our current Eco Bottle with
Shrink Sleeve and Magnet
Bottle proposal.
Bond Bottle proposal is parity
vs. Radiance Bottle proposal
(90% significance).
4746
Artwork Style & Pack Shots Package Results Summary 3.6
Influence Analysis - Downy (Rep Base)
Base
Mean
St. Dev
90% Sig.
Obsession
Magnet
Bottle
a
285
8.05
2.45
f
b
Suavitel
Momentos
Mágicos
236
7.74
2.36
f
c
Obsession
Bond
Bottle
312
8.1
2.3
bf
f
Suavitel
Fresca
Primavera
312
6.4
2.34
-
d
Obsession
Radiance
Bottle
216
8.32
2.39
bf
e
Downy DSR
Floral Eco
Bottle
312
8.02
1.89
f
FRONT PANEL
Jolie
Glam
our
FRONT PANEL
BACK PANEL
FRONT PANEL
BACK PANEL
M
agnifique
FRONT PANEL
BACK PANEL
Sensualité
3.5

Ranking of the 3
versions is as followes:
Preliminary perfume candidates have
been identified and are being techni-
cally qualified and fine tuned.
The technical performance of candi-
dates do not deliver the desired LLF
performance.
Significant winner vs. Suavitel Magic
Moments blue version, in neat and dfo
pre rub 1 day and 7 days. Parity at post
rub stages.
2 week DFO pre & post rub
show significant benefits over
Suavitel SR.
2 week DFO pre & post
rub show parity or slightly
down technical odor perfor-
mance vs. Suavitel MM.
Perfume Development Status.
Perfume Scent Results3.7 Key take-away
48
M
agnifique
Glam
our
Sensualité
D
ow
ny
D
eLuxe
D
ow
ny
D
eLuxe
D
ow
ny
D
eLuxe
38
66
60
69
Concept Stage
After Use
Concept Stage
After Use
PI
OAR
34
67
60
69
30
69
60
69
49

SKU Line Up3.8
50
Launch:
1) 800 ml (Downfilling of 850) in
Glamo ur, Magnifique and
Sensualité versions.
2) 2.8 L (Downfilling of 3 L) in
Glamour version.
3) 5 L in Glamour and Magnifique
versions.
Launch:
Glamour, Magnifique and Sensualité
versions.
2) 2.8 L (Downfilling of 3 L) in
Glamour version.
Launch:
Glamour, Magnifique and Sensu-
alité versions.
All under PMC DSR Chassis.
All sizes will be developed in cor-
rugate cases, except for 5L’s for
Clubs where Trays (Charolas need
to be developed).
1.3 L will be launched later (MJ’11
-TBC-, considering 18 months of
development, since resources were
alocated on RAMP this FY).
rugate cases.
rugate cases.
Leverage:
Jolie version.
2) 5 L in Jolie version as In & out
for Clubs.
Leverage:
Jolie version.
Leverage:
Jolie version.
Mexico:
Venezuela:
Colombia,PeruandCACM

How?44.1 Communication Plan Choices
55
Receptivity Mindset: Willing to improve my life and be distinctive
Premiumization of my everyday routine
When she looks for ways to improve her
life or wants to feel different in her every
day routine.
When she assesses her every-day routine
(how did everything went).
When she is making up her mind about
new products at FMOT.
When she is shopping for related catego-
ries (clothes, perfumes).
When she needs a proof to make a final
decision.
When she is indulging herself.
When she faces a new life stage (marriage,
motherhood, etc.).
When preparing for big events.
When connecting to be updated on the
latest trends.
When she’s planning for improvements or
changes in her life.
Premiumization of my everyday routine Premiumization of my everyday routine
Comm. Message Strategy: Nueva colección Exclusiva Downy DeLuxe. Lujo en tu ropa que dura días y días… Consiente
tus sentidos con refinadas fragancias, desarrolladas por perfumistas franceses, que atrapan tus sentidos y envuelven tu
ropa, perfumándola durante días y días. Downy Libre Enjuague DeLuxe tiene microperlas de fragancia que mantienen
su delicado perfume en tu ropa durante mucho más tiempo, llenando de lujo toda tu ropa.
Drive Downy´s superiority and expertise within life improvement contexts
where she is looking to make changes to upgrade her life and stand out*.
* When she is looking for Inspiration / Experiences / Advice.
When & Where Engaging Context:
Fueling her need for change and recognition
i. Receptivity Mindset

Act Like Beauty to Inspire for Upgrading.Premiumization of my everyday routine.
Guide and Support her on her quest for
improvement.
Eager to learn and Open to advice.
Appeal to her senses with New Experiences.Pleasing my senses through little luxuries.
- Act like Beauty to: a) drive Believability
of Downy’s DeLuxe Superiority, b) Re-
frame Value by letting her know that this
is not just a regular softener.
- Let her know about what she can im-
prove in her life.
- Show her that improvements are easy to
adapt into her multi-tasking and com-
plex routine.
- Provide her with Expert Advice so she
can have access to the right tools to make
wiser decisions and stand out (but still
fitting in her environment).
- Prove her how trusted media / sources
sees benefits in Downy.
- Guarantee she has the chance to try
and experiment the product.
- Invite her to pamper and indulge her-
self through new sensorial experiences.
- Remind her about the single pleasures,
validating her me-time / indulgent mo-
ments.
ii. Key Implications Storeback Mindset – Path to Purchase
56 57
In Store – Findability
Trust
Value / Superiority
“FE Shelf is crowded
and difficult to under-
stand, given all the
versions available”.
Appeal to
her senses
Guide and Support
Act Like Beauty
“Why should I pay
more for a FE?”
Receptivity Themes Strategic Role Communication Implications
1
2
3
Purchase
Trust
Trust
FMOT
Education
Awareness
Purchase&TrialBarriersCommunicationRoles

BENEFIT: In wear long lasting freshness.
PRIME PROSPECT: Sensorial Focus: Women and FE users seeking scent and sensorial experiences.
RECOGNIZABLE EXECUTIONAL ASSETS:
Key barriers
on path to
purchase.
Role of Contact
Role of Contact
Role of Contact
Role of Contact
Reinforce beauty creden-
tialing and superiority
leveraging on French fra-
grance opinion leaders.
Use social networks and
info-seeking sites to rein-
force DLL positioning.
Use social networks and
info-seeking sites to rein-
force DLL positioning.
- There are many FE
launches I don´t know.
- My current brand gives
me all I need, why should
I change?
PURCHASE
CONTACT
CONTACT
CONTACT
CONTACT
Communicate newness and superiority
via highly aesthetic bottle. Disruptivity at
the store to break the clutter. Drive
stopping, holding and closing power.
Drive consideration and purchase (stop,
hold, close) along shopping trip off-shelf
cross category and off-shelf. Drive clo-
sure behind clear benefit comunication
(FMOT elements and claim).
Influence SMM shoppers trial of DDL
via scent sampling.
Bringing to life sensorial experiences at
the store.
- There are many Fabric Care liquid
products I don´t understand what all of
them are for.
- I don´t understand what is the right
FE version for me with so many options
available at the shelf.
PACKAGING
IN STORE COMMUNICATION
STOCK BOYS / DEMO-GIRL
IN STORE ACTIVITIES
TV COPY
DIGITAL
PRINT AD
Create emotional connection
via relevant programs to help
her upgrade her style / indulge.
Herself to influence trial.
Boost DDL trial via product
sample / sensorial product ex-
periences in ther touch points
outside the store.
There are other brands con-
stantly bringing innovation
with better versions / scents but
Downy.
- Why should I pay more for
an FE when my current brand
gives me the same benefit?
SAMPLING
BE
TRIAL
Drive DLL awareness and rel-
evance when she is on the go.
Give her access to relevant
product information lever-
aging on opinion leaders /
endorsers.
Inform her about product su-
periority and benefits in beauty.
Reinforce credential and french
fragrance RTB.
Generate credentialing and
WOM through beauty / fine
fragrances and trend opinion
leaders (experts, early adopters).
- I don´t believe a FE can
truly give me long lasting
freshness. It is just publicity.
- I don´t believe a FE can re-
place my fragance. It would
be too expensive.
PR
BE
MAGAZINES
OHH
EDUCATION AWARENESS
1) Downy DeLuxe bottle.
2) French icons: Eiffel Tower.
3) Fine fragrances store look & feel.
COMMUNICATION IDEA: “El encanto del perfume francés en tu ropa todo el día”.
47
iii. Storeback: Path-to-Purchase - Downy ObsessionCONTACTCHOICES
58
49
RECOMMENDATION
Storeback Recommendation
Communication Idea:
Two winning routes of Holistic Ideas able to
bemaximizedacrossmeatrelevantcontacts:
1) “Con el nuevo DLE DeLuxe, ya no te
preguntarán qué suavizante llevas”.
2) “Sienteelencantodelperfumefrancésentu
ropaduranteeldíaconelnuevoDSRDeLuxe”.
Both of them are equally strong since
are focused on our cars equally drivers
and address identified trial / purchases
barriers. although that one is more
appealing based on:
a) qualitative understanding and
b) stronger executional potencial.
A third identified route “N Downy
DeLuxe, fragancias francesas que te
visten de lujo por más tiempo” although
was very strong, had the risk of brooming
far consumers.
Recognizable executional
1)Downy DeLuxe bottle as hero.
2)Eiffel Tower.
3)Downy DeLuxe Bottle with atomizer.
4)Perfume store look&feel (perfume
boxes, mini-Downy bottles as perfume
samples, etc.).

Communication Plan Choices
Glam
our
Sensualité
Jolie
M
agnifique
D
ow
ny
D
eLuxe
D
ow
ny
D
eLuxe
D
ow
ny
D
eLuxe
D
ow
ny
D
eLuxe
Branded
Content Site
Branded Properties
for Print / TV
Advertorials
Sampling
Experiential Marketing
(FMOT &
Strategic Alliances)
TV Copy
Print Ad
ER Event +
Influencer Marketing
(Advertorials + Blogs)
i-Media
FMOT
61
ACT LIKE BEAUTY
to Inspire for Upgrading.
GUIDE & SUPPORT
her on her quest for improvement.
APPEAL TO HER SENSES
with New Experiences.
How the Consumer will experience Obsession?
4.2

1
1
2
2
TV Copy
(OTV + PTV)
- Build critical mass Awareness of
Obsession premium proposition
and enhance Downy Innovation /
Superiority perception.
- Build critical mass reach via Broadcasting in
beauty / self-improvement themed program-
ming (OTV & PTV) that enables for improve-
ment and inspiration. E.g. Home decoration,
fashion, Health & Fitness.
Secure Reach by combining Beauty + Mass
Selection.
- Exhibit Downy DeLuxe Advertising in high-
quality fashion and beauty magazines to deliver
the promise trusted beauty environment and to
increase message relevancy.
- Consider reach-based weekend lifestyle sup-
plements (Home / Self Improvement environ-
ments) in her chosen newspapers.
- Generate Newness & Relevancy of Downy’s
DeLuxe benefit through contextual placement to
drive disruptive stopping power.
- Create expectation via disruptive usage of Ban-
ners / Pop-ups to raise the issue of the impor-
tance of fragrances in her everyday life and tease
them to sense it and experiment it through little
luxuries.
- Act like Beauty to reinforce
Downy’s Beauty Credentialing and
drive Superiority vs. Competition.
- Establish Downy benefit on
premium context when she is
browsing for inspiration to increase
message relevance.
- Reinforce brand positioning
on info-seeking environments to
enhance Downy’s new premium
offering.
- Drive Awareness and Traffic to the
Downy Website.
Print Ad
(1 Full Page
+
2 Page Spread)
I-Media
(Banners)
52
Priority Contact Strategic Role How to Execute
3
1
ER Event + Influ-
encer Marketing
(Print Advertorials,
ER, Blogs).
FMOT (Inspiration
Advertising).

Create trustworthy WOM by
influencing opinion leaders (Ex-
perts, Early adopters) in order to: a)
enhance the relevance of the new
long-lasting formula with refined
scents developed by French per-
fumers, b) create Beauty Creden-
tials for Downy DeLuxe.
Drive consideration and trial when
she is seeking for novelty & afford-
able luxury (to do an upgrade).
- ER Maximization: Develop Fashion Show
inside the Shopping Mall (strategic Alliance),
inviting Fashion Gurus’, Magazines Editors and
Opinion leaders. Give them Gift Packages so
they can experience the new fragrances and
comment about them in their Columns / Blogs.
- Advertorials: Bring up the relevance of Fine
Fragrances in Clothes, endorsed by French Per-
fumists. Co-work with Top Beauty editorials so
they can write about up-coming fashion /per-
fume trends / fragrances elaboration. Link it with
the Advertising to enhance message relevancy.
- Enhance the relevancy of the new long-lasting
formula with refined scents by co-displaying the
product with self-pampering categories such
as make-up cosmetics and perfumes, personal
care, hair care and clothes. Feature claims and
well distinguished display / shelving that give
her the feel of luxury.
- Create the Island of luxury cooperating in
house with Beauty P&G products.
53
Priority Contact Strategic Role How to Execute
Act like beauty to inspire for upgrading
6362
i. Strategic Roles and Key Contacts
1 - nivel de prioridad alto 2 - nivel de prioridad medio 3 - nivel de prioridad bajo

Website - Branded
Content
Site
Branded Property
for Print
Branded Property
for TV
(+ Advertorials)
- Give her the tools and access to
all relevant information to help her
upgrade her style and indulge her-
self via trusted sources and opinion
leaders.
- Inspire her through Branded
entertainment segments, foster-
ing her self-improvement mindset
(“me time moments” contexts) by
granting her access to the latest
Styling and Home improvement
trends.
- Provide her with all the right tools
to make wiser decisions through
real life examples .
- Invite consumers to find more
contents at the brand site.
- Provide all the basic information she needs
to know about the product by appealing to her
senses (through images, movement and sound).
- Give her tools to take the most out of the “me-
time” that she uses to browse through the site:
provide styling tips (see next slide) or Downy
DeLuxe Moments suggestions to pamper herself.
- Invite her to vote for the most interesting tips
and share her experience with others / recom-
mend new Downy DeLuxe Moments for indulg-
ing herself.
- TV / Print Branded Property: create a branded
property to provide tips for our consumers’ to
enhance their look, leveraging on our 3rd Voice
expert.
- Advertorials: Partner with Top Beauty Maga-
zines to write about up-coming fashion and
home improvement trends (specially relating
with all kind of fabrics at home like towels,
household and bed linen) to reassure Downy as
the best partner to achieve her desired image
(for herself and her home).
Sampling
(in Magazines
& upon request
online)
Experiential
Marketing
FMOT
+
Strategic Alliances
w Shopping Malls)
- Draw her into the Downy fran-
chise by provoking her interest
and convincing her of Downy
DeLuxe superior experience when
she is exploring for new products.
- Increase Consumers’ Engagement
via exclusive sensorial activities,
Beauty Consultants and premium
display at FMOT.
- Invite her to have her own sen-
sorial experiences with the new
Downy DeLuxe and create excite-
ment around new Downy DeLuxe
fragrances.
- Grant her multiple ways to ac-
cess samples via Magazines, Mail
delivered, FMOT.
- Stop her with a bold premium claim that em-
phasizes the Downy DeLuxe scent benefits as a
self-pampering moment (e.g. Look for creative
ways to visualize the new refined fragrances).
Consider using scented samples or including
scratch and sniff samples in the retail leaflets /
catalog.
- Hold her with advices and tips to enhance her
own time through “DeLuxe moments” with sim-
ple “recipes” for indulging herself depending on
how much time she has. Consider insightful POS
materials she may take home to follow Downy’s
advices. Consultants may contribute to help her
know the new Downy DeLuxe fragrances.
- Develop special activities / promotions with
the store like: perfumists seminars, co-branded
products gifts (a scarf + 1 Downy DeLuxe),
fashion consultants service with emphasis on
fragrances choice.
- Use Scented Dress-Shaped samples to rein-
force product new fragrances benefit as well as
its association with clothes.
- Eventually develop scented samples that could
be hanged in the wardrobe.
- Accompany all samples with leaflet including
basic communication on brand benefits.
Guide & support her on her quest for improvement
65
Appeal to her senses with new experiences
Priority Contact Strategic Role How to Execute Priority Contact Strategic Role How to Execute
2
1
2
1
1
2
64
1 - nivel de prioridad alto 2 - nivel de prioridad medio 3 - nivel de prioridad bajo

Note: Chart is only intended to illustrate how each strategic pillar should work.
67
ii. Communication Strategic Framework iii. Level of Priority
66
TV Copy
Mag. Advertising (Spread)
Mag. Advertising (1 Page)
Pre-seeding w/Editorials
ER Event + Influencer Marketing (Fashion show at Shopping Mall)
Mag. Advertorials
FMOT (Inspiration Advertising)
I-Media
TV Copy
Mag. Advertising (Spread)
Mag. Advertising (1 Page)
Pre-seeding w/Editorials
ER Event + Influencer Marketing (Fashion show at Shopping Mall)
Mag. Advertorials
FMOT (Inspiration Advertising)
I-Media
Branded Content Site
Branded Property for TV
Branded Property for Print
Mag. Advertorials
Branded Content Site
Branded Property for TV
Branded Property for Print
Mag. Advertorials
Sampling (Mag. & upon request on-line)
Experiential Marketing (FMOT)
Experiential Marketing (Strategic Alliances w/ Shopping Malls)
Sampling (Mag. & upon request on-line)
Experiential Marketing (FMOT)
Experiential Marketing (Strategic Alliances w/ Shopping Malls)
ACT LIKE BEATY to Inspire for Upgrading ACT LIKE BEATY to Inspire for Upgrading
Month Strategic Role / contact
Leverage
Priority
GUIDE & SUPPORT her on her quest for improvement GUIDE & SUPPORT her on her quest for improvement
APPEAL TO HER SENSES with New Experiences APPEAL TO HER SENSES with New Experiences
-1 1 2 3 4 5 6
1
2
2
2
2
1
3
3
3
1
2
1
2
1
2
Level of Priority - Color Code
1
2
3
Drive Sufficiency on each Role
Extend support on each
Communication Role
Test & Learn
Launch

Success Criteria Setting:
- Stretch Benchmark: BE Performance.
- Base Benchmark: MM Performance.
Awareness (TOM BA, TOM AA)
Long Lasting Freshness & Scent / Aroma
(Feels like Perfume in my Clothes).
Innovation (Technologically Advanced)
related Equities / Single Rinse Equities
(Brand Health).
DeLuxe Versioning Advertising Awareness
Correct Adv. Recall (In-Market Verbatims).
Value Perception (Offers me the Best rela-
tionship between Price and Quality).
Purchase Intent: 1st Place Purchase Intent
/ It’s a Pleasure to buy this Softener.
Trial among Suavitel MM users & Soften-
ers Non-Users (increase of Occasional
Users).
- Inspire for Upgrade
- Coach & Support
- Provide New Sensorial Experiences
iv. Success Criteria – How are we going to measure each Pillar?
KV (launch)
KV (laverage)
There are 2 FMOT design releases re-
quired by the Design Agency:
1) FMOT Visual Guideline.
Set of 6 most representative FMOT
pieces to be used as reference for the
Brand Operation teams:
Isle pallet.
End of isle.
Display.
On-shelf refurbishment: header, trays
and stoppers.
2) FMOT styleguide (Regional FMOT
Materials Menu).
All required FMOT elements that bring
to life the Cl and address shopper pur-
chase barriers, including mechanical
drawings and high resolution artworks.
Attached the preliminary FMOT vehicles
menu per country. Final menu to be de-
livered by Agency via ftp and hard copy.
FMOT DESIGN DELIVERABLES
i. KV & FMOT
Visual Assets 4.3
69

62
KV & IN-STORE CLAIMS (testing):
Winner claim as per claim screener result:
“Ahora tu suavizante será tu perfume favori-
to” scored higher on PI and communicates
luxury, French fragance and softness.
70
ii. In-Store Claim

Obsession 360º Execution5
i. FMOT Menu: Shelf Strategy and Market
Downy
Prince Range
PLEs PLEsRegular Regular
Prince Range
Suavitel Others
- -+ +
Assortment
MAKEITSIMPLEGUIDE/DELIGHTME
1- Line up suggested by Country MOT.
2- Listed sku’s must represent real added value for the category.
* CATMAN analysis based: Vol. Value, Profitability.
1- In / Out and promotional sku’s in displays.
2- Concentrated trays with mileage communication /
Super Premium trays with power claim communication.
With the traffic flow: 1) Laundry Powder 2) Laundry Liquids
3) Fabric Softener 4) Additives (special care) 5) Bars (hand wash).
Shared of Shelf Sku’s > Volume Share.
1- Strong Brand blocks - Liquids vertically.
2- Arrangement following price strategy Premium / Mid Tier / Low Tiers.
1- Vetical Brand block from small sizes to big sizes below.
Navigational Signage to identify segments.
By initiative.
Shelf Space
Shelf Arrangement by Category
Shelf Arrangement by Brand
Selection (Navigation, Trays, Demo
Ladies / Beauty Consultant, Education)
Special Promotions / New Items
Adjacencies
Brand Claims
Visual Guide
75

.
No changes in the lay out strategy:
Brand blocks organized by tier within brand organize versions by price.
This info needs to be customized by Country and by Customer.
100% incremental shelf for Obsession (+6%)
Solve current issue in the shelf space for Downy
7776
Share of Shelf
Sources: NRI and A C Nielsen S.S. de C.V. from 07 Jul to 02 Aug 2009.
P6M
26
18
45
P6M
86
106
98
P6M
87
100
109
P3M
27
17
45
P3M
88
103
97
P3M
90
96
108
LM
27
17
45
LM
88
95
100
LM
92
87
111
CM
27
18
44
CM
89
101
98
CM
93
92
109
P&G
Alen
CP
Share of Shelf Shelf vs. Volume
INFORMATION TO BE
CUSTOMIZED BY EACH MDO
KV & IN-STORE CLAIMS (testing):
vi. Purchase: Appeal to her Senses, with new Experiences.
vii. Education / Trial: Guide & Support her, on her quest for improvement.
viii. Awareness: Act Like Beauty, to inspire for Upgrading Appeal to her Senses, with new Experiences.
ii. Holistic Communication Plan Menu
HOLISTIC PLAN DELIVERABLES {G2}
Agency to deliver creative guidelines and pre-executional elements of the 360º mar-
keting plan to be executed across all markets, covering the following touch points:
1) IN STORE ACTIVITIES: Objetive is to bring to life memorable DSR DeLuxe
experience for the shoppers at the stores, including demostrations, sampling, and
customer maximizations among others.
2) TRIAL EDUCATION: Objetive is to overcome tiral barrier by influencing con-
sumers to try DSR DeLuxe via products samples or other trial devices (i. escent
sampling) while providing education on product benefit and usage.
3) AWARENESS: Objetive is to achieve fast awareness of DSR DeLuxe launch, lever-
aging on the media vehicles with most affinity with the target (TV copy / Branded
Entertainment, magazines, digital, PR).

7978
i. Style Guide
Styleguide Objetive
Overall Equity
Brand Character
Strategic Target
Overall Initiative Concept
Design Objetive
Overall Key Graphic Elements
-Logofont - Line Up - Initiative Key Visual
-Key Visual Tipography - RTB - Color Palette
Skus Key Graphics Elements
Feature Promotional Aplication
In Store Communication
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Obsession Launch5.1

The purpose of this style guide is to achieve
consistency in the application of Downy
DeLuxe visual cues.
Successful initiative execution requires MDO
& suppliers Style Guidelines follow-up.
81
1. Style Guide Objetive 2. Overall Equity - 3. Brand Character
OVERALL EQUITY
BRAND CHARACTER
Irresistible fabric experiences that create moments of pleasure.
She is an inspiring friend that enables you to enjoy life.
She is close. Near.
Talks with her every day.
She speaks in an ordinary way.
She is a friend, not a mother, not a sister. She is a little
bit forward in terms of “modernity”.
She advices her very positively, in order to allow her to
celebrate everything she does, everything she lives.
80

82
4. Strategic target PRIME PROSPECT: Sensorial Focus. Women and FE users.
“The Progressive Woman”
FS users that wish life was more than just household chores.
They think that running the housebold, doing housekeeping,
bear & raising children are not women’s only role.
They want a little room for themselves and to take more control
over their lives.
They look for small moments of enjoyment, which they tend to
get even from the most frugal household activities.
They are traditional moms in many ways -still think children
and household are important in their life and they are not
going to trade this off-they are just looking for more balance
and a bit of self pampering, they want to feel as women beyond
housewives. In the FS experience more enjoyable, through sim-
plified processes and enhanced in-wear long-lasting freshness
scents that recognize her as a woman. Up-to-date on trends, open to new things. Two Sub-Groups:
• Simple Joys / Happiness.
• High Sensoriality.
Scent and other sensorial cues as drivers of mood and attitude.
• Sensorial enjoyment is price of entry, enjoy smell throughout
process and in-wear.
• Scents reflect her.
• Energized and renewed.
• Relaxed and comfortable.
• Femininity.
Seeks new, enjoyable, relaxing experiences “For Me”.
• Make laundry task more enjoyable.
• Process is a way to express self, enhance mood and indulge.
• A way to pamper and take care of herself.

84
5. Overall Initiative Concept
Shadow
These three elements have a
shadow made with a different
pantone for each version that
corresponds to that version’s
background color, but with a
darker tone.
Shadow per versioning
P&G 1145 Glamour
P&G 3165 Sensualite
P&G 208 Magnifique
5º rotation
Color
The EBU is always applied in white.
Stroke
ThethreeelementsthatarepartoftheEBU
have a stroke that has the same color that
the background they are applied on.
• Insight: “My scent talks about me, my unique personality as a
woman.”
• Benefit: “Brings you a touch of luxury everyday. Fine fragrance
notes.”
• RTB: “DLE DeLuxe has fragrance micro pearls that renew a
delicate perfume on your clothes that lasts longer and gives all
your clothes a touch of luxury.”
Initiative requires the development and execution that drives the
communication of:
• Emotional benefit of French fragrances behind Downy SPLE.
• Createawareness/excitementbehindtheDownySPLEintroduc-
tion.
• Capitalized on the obsession bottle as a hero element.
Obsession’s main concept: Fragrances developed by French Fra-
grance Experts that give all your clothes a perfume that lasts all
day long”.
6. Design Objective
Logofont
Versioning aplication
Glamour Sensualité Magnifique
The EBU’s composition is different because the word “DeLuxe” was included and the ribbon was removed.
This new EBU can’t be cut, separated or missing any of its elements.
7. Overall Key Elements
85

8786
Initiative key visual
This initiative involves
two other versions:
Sensualité & Magnifique.
Glamour is
the hero versioning.
The Key Visual’s objective is bringing to life the fine fragrances atmosphere to the FE category. Eiffel Tower should always be present
withintheexecutionbecauseitiskeytocommunicatetheFrenchfragrancesRTB.Glamourbottlehasbeendefinedastheheroelement
of this campaign to capitalize on its unique design and make them relevant, as the fine fragrances category does.
Horizontal guideline
SS 800 ml 2.8 L. front 5 L. front

8988
Initiative key visual
Vertical guideline
Crop Area:
If a certain application requires the KV to
be cut, it is mandatory to keep the pack,
thewomanandtheEiffelTowerentirelyon
the frame.
Claim:
The claim must be applied inside the violet
box and under the logotype.
If this is not possible, it is very important
that it doesn’t cover any part of the logo-
type, the Eiffel Tower or the woman’s face
or torso.
Claim Box:
Claim Box:
Gradient Cyan 75% Magenta 100% Black.
45% to CMYK 0%.
50% transparency.

9190
Initiative key visual Key Visual Typography
IMPORTANT!
The golden pearl always
accompanies the RTB.
Optima Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Claim:
The claim must be applied inside the violet
box and above the logotype.
If this is not possible, it is very important
that it doesn’t cover any part of the logo-
type, the Eiffel Tower or the woman’s face
or torso.
Claim Box:
Gradient Cyan 75% Magenta 100% Black .
45% to CMYK 0%.
50% transparency.
RTB
Crop Area:
If a certain application requires the KV to
be cut, it is mandatory to keep the pack,
thewomanandtheEiffelTowerentirelyon
the frame.

9392
Color Palette 8. Skus Key Graphic Elements
Color Palette
Character
They were created to emphasize on emo-
tionality and create a sense of affinity. The
characters also define the personality of
each fragrance.They are not to be used as
a Key Visual.
But the initiative allows you to use the
image on POP materials (i.e.: make up
bags, handbags, etc.). Try always to com-
bine the character with the set of miscel-
laneous that represents the version.
They were designed to generate an asso-
ciationwithbothfragranceandfemininity.
Four types of miscellanies were devel-
oped, one for each version. Although,
the one that corresponds to the Glamour
version is the mandatory one.
Pattern
Communication elements per versioning

9594
Communication elements per versioningCommunication elements per versioning
Character
a Key Visual.
But the initiative allows you to use the im-
age on POP materials (i.e.: make up bags,
handbags,etc.).Tryalwaystocombinethe
character with the set of miscellaneous
that represents the version.
Character
a Key Visual.
But the initiative allows you to use the im-
age on POP materials (i.e.: make up bags,
handbags,etc.).Tryalwaystocombinethe
character with the set of miscellaneous
that represents the version.
Pattern
Pattern

9796
9. Features Promotional Aplication

9998
10. In Store Communication - NET Noveau In Store Colors

Big off Shelf
• Routed MDF for the Eiffel Tower.
• Exhibition Area: 15mm thick MDF boxes,
finished with white polyurethane lacquer.
• Boxes Interior: 5mm MDF finished
with violet polyurethane lacquer.
Illuminated Module: 9mm thick MDF
backlight box with routed miscellanea
and white translucent PAI. If it’s applied
without lights the miscellanea are in
plotted vinyl instead of routed.
• Translucent PET panel with frosted vinyl.
• Miscellanea and claim are produced in
cut plotter.
For lower budget PDV:
• The boxes can be made with PAI or
thermoformed PET if large amounts are
produced due to the costs.
• They can also be made of cardboard but
this will show a lower quality product.
In Store Communication - NET Noveau
Big off Shelf
Design option for small places.
POS
101100

Isle Pallet
POS
• Boxes Interior: 5mm MDF finished with
violet polyurethane lacquer. Miscellanea
Modules: 9mm thick MDF box with plotted
vinyl miscellanea.
• Miscellanea produced in cut plotter.
103102

105104
POS
On-Shelf Refurbishment
Modules: 9mm thick MDF box with plotted
vinyl miscellanea.
End of Isle

107106
POS
STOPPER

109108
POS
End of Isle
BRIDGE

111110
POS
Display
POS
• Exhibition Area: 15mm thick MDF box-
es, finished with white polyurethane lac-
quer.
Modules: 9mm thick MDF box with plot-
ted vinyl miscellanea.
Stopper premium
• Made with PAI or die cut cardboard for
the Eiffel Tower.
Stopper
• PAI.
Header
• Printed PAI.
• PAI or MDF Eiffel Tower.
Cenefa
• PAI or cardboard.
STOPPER, CENEFA, HEADER

113112
POS
Stopper Testers on Shelf
POS
We can place this stopper in different
categories. For example: clothes shelf.

It´s made of fabric and it has the scent
of the Downy DeLuxe Collection.

For the launch, we will prepare an spe-
cial edition for each scent: Glamour,
Magnifique and Sensualité.
A luxury version in order to make
cross category with the perfumery
area. This action shows the premium-
ness of the new collection.

115114
POS - In Store Activity
Special Exhibition and Demo Lady Promotion
POS - In Store Activity
A demo lady will be meeting the consumer in dif-
ferent areas of the store in order to introduce her
the new Downy DeLuxe Collection. For example
in beauty care categories.
Special promo instore: if you buy a
Downy pack you can participate for a
ticket to the “Fashion Week of Paris”
for 2 people.

Second line prizes: Spa sessions, vouch-
ers in hair dressers, french classes, go-
ing shopping with a personal shopper.
If you fill in the coupon you will be participating
in the promo. As another option of mechanic
you can upload the pack code in the web.

117116
POS - In Store Activity Shopping Mall - Awareness
Cashiers Alarma System Covered
with graphicDressed by Downy the cashier says
goodbye to the shopper with a big
smile and an special scent.

She can also give her a gift because of
the purchase.

119118
Shopping Mall - Education
Luxury Zone
Shopping Mall - Awareness
An special place design for relax and
find the new collection. You can also
give out sampling.
Escalator and banners
decoration

121120
Elevator
Banner
Promo communication.

123122
Shoppings Main Door Parking
Parking cars barriers.

125124
Parking Parking

127126
On Pack - Trial
Gift Pack - Special Events
On Pack - Trial
Limited edition of a premium box
made of velvet for special event.
PR Souvenir
Limited premium edition with all the
collection, for PR.

129128
Sampling Aroma - Trial Sampling Aroma - Trial
Bag made of velvet
This is another option for sampling
with micro pearls aromatized.
Bracelet
Sampling with aroma for the launch.

Bracelet made of velvet with the scent
of the collection.

131130
Pack Downy DeLuxe 2D
Option of sampling:
Pack Downy DeLuxe 2D with a move-
able top with the scent of the collection.
Flower with the scent
Option of sampling made of velvet.

133132
Cross Selling - Trial Sampling - Trial
Sachets Dispenser
The consumer will find the dispenser
of sachets in the store
Cross Selling
Demo lady and give out of sampling in
the main door of Zara.

The brands are the partners of
this new product.

135134
Awareness Cross Selling - Trial
Aromatized Flyer
Tag of fabric with the scents of the col-
lection that can be find in the store of
the brands associated.
Dress of the Demo Lady

137136
Education Magazines - Awareness
Spread printPerfumery
Cross category with other categories
related to the benefit of the product
such ua perfumeries.

139138
Magazines - Trial Magazines - Awareness
Ad PrintAd with scent trial device
“lift and sniff”
Fase 1
Fase 2

141140
Magazines - Awareness Magazines - Education
AdvertorialMagazines Bookmarks

143142
Outside Store - Awareness Awareness
OOHOOH

145144
Outside Store - Trial Outside Store - Trial
Fitting roomOOH with scent
The air fresheners will make them discover the
magic smell of the collection´s scents.

147146
Outside Store - Trial Outside Store - Trial
Limited edition of hangersLaundry sampling
Give out sampling in the moment of
doing the laundry.

149148
Outside Store - Awareness
Metro activation
Coach decoration with the Net Nouveau style,
with air fresheners.
Air Freshener
Inspired in an every day situation
Downy will be travelling with the con-
sumers in their clothes. Moreover,
Downy will wish them a happy journey
in French.

151150
Outside Store - Awareness Outside Store - Awareness
Bus stopMetro´s door

153152
Downy DeLuxe caravanBacklight Bus stop
Downy DeLuxe caravan for different
events, sampling and activation actions.

155154
Sampling launch eventLaunch event
Premium sampling for the guests.Launch event in the French Embassy.
A very glamourous night with celebri-
ties so that everybody can discover the
new Downy DeLuxe Collection.

157156
Big Event - “Create your own perfume”
We re create a laboratory of perfume
so as to spend a day trying different
combinations of scents and Downy.

If somebody discover a new combina-
tion we can also think in adding it to
the collection.

159158
Digital - Education Digital - Education
SiteSite
Intro and description of the new collec-
tion, the benefits and the characteristics.
Home page with animation.

161160
Digital
SiteSite
Other complementary P&G products.The full collection.

163162
Digital
Site
Intro to the section: “Tips for elegancy”
by Sarah Bustani.
Solutions for the house.
Site

165164
Digital Digital
Blog
Blog about fashion, trends, luxury,
beauty, decoration.
Registration.
Site

167166
Digital Audiovisual
Capsule TV 60”Mobile application
Intro and description of the
new collection, its benefits, its
characteristics, etc
Weather mobile application.

You can receive the weather condition
each morning and tips about what to
wear according to it.
Hoy
Tempranito
Venga la alegría
Andrea: Y ahora, con todos ustedes…
Galilea: Mmmmm… déjame adivinar,
¡Sarah Bustani!
Andrea: ¡Exacto! ¿Cómo supiste?
Galilea: Yo nunca olvido un rico per-
fume, ¡qué aroma!
Andrea: Ah, pues ahora que nos cuente
qué perfume usa, debe ser francés, ¿no?
Galilea: Jajaja, ¡ni te lo vas a creer! No es
un perfume, ¡es el nuevo Downy DeLuxe!
Andrea: Downy… ¿el de la ropa?
Galilea: El mismo, suavidad y delicadeza
para tu ropa, ¡con este perfume tan rico!
Andrea: Qué lindo sentir en tu ropa el
encanto del perfume francés, ¿no?
Galilea: Siiiiiii, imagínate qué sensación,
envuelta por microperlas de perfume
que se van liberando poco a poco du-
rante todo el día…
Andrea: Y… este Downy DeLuxe debe ser
para la ropa más delicada de la mujer, ¿no?
Galilea: Nono, es un perfume para toda la
familia, los mejores perfumistas franceses
elaboraron sus fragancias teniendo en
cuenta a toda la familia. ¡Ellos también
tienen derecho a sentir este olor tan rico!
Andrea: Así que Downy DeLuxe…
Galilea: … suaviza tu ropa con perfume
francés. ¡Tienes que probarlo!

169168
Audiovisual - Education
Capsule TV 60”Branded Event
“Elegance tips” (Sarah Bustani).
Conductora:
Antes de dar paso a la publicidad, hoy me
gustaría presentarles una nueva sección
que vamos a tener en nuestro programa
todos los jueves: Los secretos de la Elegan-
cia. Y es que se avecina el fin de semana y
todas queremos estar deslumbrantes para
esos ratos de ocio que pasaremos con
nuestros esposos, novios, familia y amigos,
¿no es así??
¿Quién mejor que Sarah Bustani, una in-
creíble diseñadora, mujer emprendedora
y amiga, para comprender y satisfacer las
necesidades de todas las mujeres?
Ella está aquí hoy para compartir con
nosotras sus secretos de elegancia, según
nuestro propio estilo. Para ello, Sarah ha
diferenciado tres estilos básicos, sensual,
romántica y elegante, que representan a
tres estilos de mujer con los que todas nos
sentiremos identificadas. ¿O tal vez sea
una sola mujer, con un estilo diferente
para cada ocasión? ¡La elección está en
cada una de nosotras!
Adelante, Sarah.
Sarah: Buenos días a todas, queridas es-
pectadoras y mujeres de hoy en día. Es un
placer para mí estar hoy aquí con ustedes,
compartiendo algunos infalibles Secretos
de Elegancia.
Hoy vamos a hablar sobre una parte esen-
cial de nuestra imagen, el maquillaje.
¿Eres una mujer romántica? Tu maqui-
llaje debe ser natural, opta por tonos do-
rados y cafés suaves para los ojos, y brillos
naturales para la boca.
¿Prefieres un estilo más sensual? Prueba
un rojo vivo para tus labios. Puedes disfru-
tar de este toque exótico para cualquier
ocasión, a no ser que lleves un vestido
rojo, en cuyo caso te irán mucho mejor
los colores naturales.
Si, por el contrario, deseas un estilo más
elegante, debes ser austera con el maqui-
llaje. Utiliza colores sobrios y aplica la
cantidad justa para corregir imperfeccio-
nes y destacar tus mejores rasgos sin que
apenas se note que estás maquillada.
Auspicio pasarela.
Conductora:

Y, ahora, damos paso a una sección
que nos encanta a todas… Hoy en
nuestra Pasarela de Mañana tenemos
a XXXXXX, presentando una her-
mosa colección de ropa para el tra-
bajo de la mujer de hoy en día. Una
colección que aúna la formalidad de
las líneas de oficina con la frescura
y femineidad de su diseñadora… y
es que, ¿quién dijo que elegancia,
comodidad y modernidad no pueden
convivir en la misma prenda?
Nosotras creemos que sí se puede, y
lo mismo opina el auspiciante de esta
sección, el nuevo Downy DeLuxe libre
de enjuague, que suaviza tu ropa con
perfume francés.
¿Te imaginas poder disfrutar todo el
día de una deliciosa fragancia fran-
cesa, que te acompañe en cada uno
de tus movimientos, que te envuelva
y seduzca tus sentidos…?? Así es el
nuevo Downy DeLuxe, con ricas
fragancias elaboradas por expertos
perfumistas franceses, para que tú y tu
familia sientan todos el día el encanto
del mejor perfume en vuestra ropa.
Pruébalo, ¡te va a encantar!
Y, ahora sí, damos paso al desfile de…

171170
Audiovisual
Radio Spots
French music moment.
Radio 1
Y ahora, antes de entrar de lleno a charlar
sobre las colecciones de alta costura que
se presentaron estos días en la Semana de
la Moda de París, vamos a escuchar una
hermosa canción de la voz que repre-
sentó como nadie la elegancia, el carácter
y el buen gusto de la mujer parisina.
De la mano de Downy DeLuxe, esta
noche, Édith Piaf.
Downy DeLuxe. Suaviza tu ropa con per-
fume francés.
Radio 2
Después de la pausa, seguimos con el pro-
grama de hoy, que trae un montón de
novedades para nuestras oyentes femeni-
nas, para todas esas mujeres de hoy en
día que compaginan trabajo, casa, hijos,
esposo… ¡y aún así encuentran un ratito
par sí mismas! Aquí vienen esos consejitos
auspiciados por Downy DeLuxe, la nueva
colección de Downy que suaviza tu ropa
con perfume francés provisto por uno de
los perfumistas de Armani.
Prueba el nuevo Downy DeLuxe, siente el
encanto del perfume francés en tu ropa
todo el día… y disfruta de estas estos con-
sejitos que tenemos para ti.
Hoy, Fragancias para el día.
Obsession Endorser
Andean
Catherine Fullop.
Mexico
Sarah Bustani.

Testers on Shelf
A luxury version in order to make cross
category with the perfumery area. This
action shows the premiumness of the
new collection.
Alarma System Covered
with graphic
173172
Obsession Leverage5.2
i. Style Guide - POS

Shopping Mall - Education
Luxury Zone
An special place design for relax and
find the new collection. You can also
give out sampling.
Escalator and banners
decoration
175174

Elevator
Banner
Promo communication.
Prueba la nueva fragancia de Downy
DeLuxe, Jolie, ¡ahora tu suavizante será
tu perfume francés favorito!
Los sabores más glamourosos vienen de
París.Ingresaelcódigodecompradelnuevo
Downy DeLux Jolie en www.downydeluxe.
com y participa en el sorteo de una exquisita
cena para dos en La Rosadita.
Bon apetit!
177176

Shoppings Main Door Parking
179178

Bag made of velvet
This is another option for sampling
with micro pearls aromatized.
Bracelet
Sampling with aroma for the launch.

Bracelet made of velvet with the scent
of the collection.
181180

Pack Downy DeLuxe 2D
Option of sampling:
Pack Downy DeLuxe 2D with a move-
able top with the scent of the collection.
Flower with the scent
Option of sampling made of velvet.
183182
Las flores siempre han inspirado a los
grandes perfumistas. Frescas, intensas,
únicas… descubre en esta flor algunas notas
del nuevo suavizante Downy Deluxe, Jolie, y
déjate seducir por un perfume elaborado con
helecho, musgo, perlas rosas, té negro, ámbar
y cítricos que te acompañará todo el día.
Ahora tu suavizante será
tu perfume favorito
Profite de l'arôme
de la fleur!

Awareness Cross Selling - Trial
Aromatized Flyer
Tag of fabric with the scents of the col-
lection that can be find in the store of
the brands associated.
Dress of the Demo Lady
185184

187186
Magazines - Awareness
Spread print
Magazines - Trial
Ad with scent trial device
“lift and sniff”
Fase 1
Fase 2

189188
Ad Print
Magazines Bookmarks

191190
Magazines - Education
Advertorial
Awareness
OOH

193192
Metro activation
Coach decoration with the Net Nouveau style,
with air fresheners.
Inspired in an every day situation
Downy will be travelling with the con-
sumers in their clothes. Moreover,
Downy will wish them a happy journey
in french.
Metro´s door

195194
Bus stop
Backlight Bus stop

197196
Downy DeLuxe caravan
Downy DeLuxe caravan for different
events, sampling and activation actions.
Launch event
Una noche en París
Daremos a conocer esta nueva fragan-
cia de la colección Downy DeLuxe en
un lindo restaurante francés, con bue-
na decoración, buena cocina, que nos
transporte hasta París, y ambientación
y música del país.
Habrá cocktail, presentación del nuevo
perfume, reparto de muestras y ex-
posición de fotos sobre la capital fran-
cesa. Además, contaremos con la pres-
encia de algunos celebrities que le den
notoriedad al evento y al producto.

199198
Sampling launch event
Premium sampling for the guests.
Big Event
Un paseo por el origen de las mejores
fragancias .
Helecho, musgo, perlas rosas, té negro,
ámbar, cítricos… la nueva fragancia de
Downy DeLuxe, Jolie, está compuesta
por notas variadas de diversas plantas y
flores, combinadas en una fórmula de
aroma único.
A partir de ahora, el suavizante va a ser
el perfume favorito de nuestras con-
sumidoras.
Para el lanzamiento, proponemos un
paseo por un jardín que reúna todas
estas plantas. Será un espacio estilo
Jardines de Versalles o de Tullerías, de
París, con una ambientación parisina
que nos traslade al país de origen de
nuestras fragancias.
Invitaremos a los asistentes a realizar
un recorrido por cada una de las mate-
rias primas del aroma, para conocerlo
en profundidad y apreciar su com-
posición exclusiva.
Podrán disfrutar de una velada mágica y
llevarse muestras para probar el producto.

201200
Digital - Education Digital - Education
SiteSite
Intro and description of the new collec-
tion, the benefits and the charactiristics.
Home page with animation.

203202
Digital
SiteSite
Other complementary P&G products.The full collection.

205204
Digital
Site
Intro to the section: “Tips for elegancy”
by Sarah Bustani.
Solutions for the house.
Site

207206
Digital Digital
Blog
Blog about fashion, trends, luxury,
beauty, decoration.
Registration.
Site

209208
Digital
Mobile application
Siempre linda por mucho menos
La prenda de la semana es…
Presenta este mensaje en caja y lléva-
tela con un 10% de descuento.
¡Feliz estreno!
Audiovisual
Capsule TV 60”
Intro and description of the
new collection, its benefits, its
characteristics, etc.
Hoy
Tempranito
Venga la alegría
Galilea: A ver, a ver… más novedades
de la semana… ¡Downy DeLuxe lanza
una nueva fragancia! Un nuevo perfume
francés para suavizar nuestra ropa y la
de toda la familia y sentir todo el día un
riquísimo aroma…
Andrea: ¿Un nuevo Downy DeLuxe? ¡qué
buena noticia! Los tres perfumes que ya
había hasta ahora son deliciosos… y este
nuevo, ¿qué aroma va a tener?
Galilea: Este nuevo se va a llamar Jolie y
su fórmula combina notas de helecho,
musgo, perlas rosas, té negro, ámbar y
cítricos… debe ser un placer sentirlo
todo el día en la ropa… que se vaya libe-
rando con cada movimiento…
Andrea: ¡Siiiiii! Un auténtico viaje a París
para los sentidos.
Ya mismo voy a probarlo. Me encanta
ponerme la ropa perfumada y sentir que
tengo un look impecable, ¡me ponga lo
que me ponga!
Galilea: Así es, un buen perfume es
nuestra mejor carta de presentación, y
todas sabemos que no hay otros como los
franceses…
Andrea: Prueben el nuevo Downy De-
Luxe Jolie, ¡ahora su suavizante será su
perfume favorito!

211210
Audiovisual - Education
Capsule TV 60”Branded TV Event
“Elegance tips” (Sarah Bustani).
Loc1: Queridas espectadoras, locas por la
moda, ¡hoy tengo una gran sorpresa para
todas! Es un gusto y un privilegio para mí
anunciar, de nuevo entre nosotras, a una
invitada de excepción: ¡Sarah Bustani!
Sarah: Hola, ¿cómo están? Veo que her-
mosas y felices… ése es el mejor secreto,
¿verdad? Nada como una buena sonrisa
para embellecer a cualquier mujer… pre-
cisamente de eso quería hablarles hoy,
de esos pequeños placeres que cada día
nos hacen sentir bien, felices, y que son
muchos más efectivos para hacernos bel-
las que el mejor maquillaje o la prenda
más favorecedora.
¿Que cuáles son esos secretos? Pues, por
ejemplo, dar un paseo al aire libre, respi-
rar profundo, disfrutar de 5 minutitos de
relax… ¡o darnos un capricho y comernos
un bombón! Un dulce cada tanto puede
sentarnos mejor que cualquier dieta.
¿Qué más?… ¡Ah! Se me olvidaba el que
es más importante para mí: sentirme todo
el día envuelta por un lindo perfume.
¿Cómo se consigue eso? Yo creo que
lo más efectivo es suavizar mi ropa con
Downy Deluxe. ¿Se acuerdan de las nue-
vas fragancias que presentamos hace unos
meses? A su colección de perfumes fran-
ceses, Downy suma ahora un cuarto per-
fume de una delicadeza increíble, Jolie.
Pruébenlo, a partir de ahora su suavizante
será su perfume favorito.
Loc: Y ahora, queridas espectadoras,
quería presentarles una sección que
estrenamos hoy: Mi Mejor Look.
Cada semana contaremos con la
presencia de una diseñadora, modelo,
estilista o personal shopper, quien
recibirá a una invitada, repasará su
estilo, fisionomía, rasgos, actividades
habituales y todos los factores a
tener el cuenta a la hora de elegir
un vestuario y le recomendará el
mejor look para ella. Ese look que le
haga sentirse linda y cómoda en cada
momento, ¡el look para triunfar sin
dejar de ser tú misma!
Esto no incluye sólo la ropa, hay otros
elementos, como por ejemplo el
perfume, que son determinantes de
la imagen de una mujer. Y es por eso
que esta sección está patrocinada por
un perfume: el nuevo Downy DeLuxe
Jolie, suavizante para tu ropa con
un delicioso perfume francés que te
acompaña todo el día.
Sí, sí, es suavizante y es perfume,
porque su aroma ha sido creado
por expertos perfumistas franceses,
y porque te envuelve y te traslada
a París como el mejor de los
perfumes… ¿todavía no lo conoces??
Hazlo hoy mismo, a partir de ahora tu
suavizante será tu perfume favorito.

213212
Audiovisual
Radio Spots
French music moment.
Radio 1
Loc1: Pasamos ahora a nuestra sección
escapadas para hacer con todos nuestros
oyentes un maravilloso viaje a París…
Loc2: Mmmmm… qué lindo París… y
qué coincidencia. ¿Sabes que justamente
hace un rato tuve un recuerdo increíble
de París?? Me crucé con una compañera
en el pasillo y tenía un delicioso olor que
me llevó a los Campos Elíseos, la Torre Ei-
ffel… cerré los ojos, ¡y estaba allí!
Loc1: Qué lindo generar eso, ¡y qué lindo
sentir ese perfume todo el día!
¿Le preguntaste cuál era?
Loc2: No te lo vas a creer, era la nueva
fragancia de Downy DeLuxe, Jolie.
Loc1: Sí, sí, claro que me lo creo, yo soy
fan de las otras tres… ¡no puedo elegir
cuál me gusta más! Me encanta suavizar
mi ropa con ese riquísimo perfume que
me acompaña todo el día…
Loc2: Yo no lo conocía, pero ahora mis-
mo voy a probarlo.
Loc1: Hazlo, ¡tienes 4 para elegir! El nue-
vo es Downy DeLuxe Jolie… verás como a
partir de ahora tu suavizante se convierte
en tu perfume favorito.
Radio 2
Loc: Es hora de ir despidiéndonos, queri-
das oyentes… pero antes de pasar a la últi-
ma canción, vamos a dar una muy buena
noticia a una de nuestras fieles seguido-
ras, que entró en nuestra web y subió una
foto de sí misma con el look que mejor
representa su estilo.
¡Ana Zucchini ha ganado un día de com-
pras con nuestra personal shopper y 2.000
pesos para renovar su vestuario!
Es un premio de Downy DeLuxe, suavi-
zante que da a tu ropa un delicioso per-
fume francés. En estos días, Downy De-
Luxe está lanzando una nueva fragancia,
Jolie, con notas de helecho, musgo, té y
frambuesas.Descubre el nuevo perfume
de Downy DeLuxe, ¡ahora tu suavizante
será tu perfume favorito!

214 169
Santiago Busconi Rus
santiago.busconi@mediacom.com
MEDIACOM
Carolina Labastidas - Design Manager P&G
labastidas.mc@pg.com
CLIENT
Edgar López - Assistance Brand Manager P&G
lopez.eg@pg.com
Rafael Strauss - Brand Manager P&G
strauss.r.1@pg.com
STYLEGUIDE
Paola Cires - Account Executive TMGROUP
pcires@tmgroupweb.com
TOOLKIT: G2 Buenos Aires
Cecilia de la Fuente
cdelafuente@grey.com.ar
Contacts

Tkt Obs Lev

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