Downy Finds Pricey New Wrinkle

Brandweek, July 12, 1999 by Christine Bittar

Building on the dominance of its Downy brand, Procter & Gamble now is looking to create a superpremium tier for liquid fabric softeners with the global launch in September of wrinkle-controlling Downy Premium Care.

In the U.S., trade sources said P&G will make a major attempt at capturing Premium Care's potential market, running in-store demonstrations, on-pack promotions, multiple FSIs and TV, print and radio ads. Grey, N.Y., one of P&G's lead agencies, is responsible for work on existing Downy products. The U.S. budget of the new entry is likely to be in the $1 5-20 million range.

Although fabric softener is far from a necessity; P&G still hopes to encourage consumers to trade up--and hopes to intrigue non-users--by offering them virtually the last benefit not found in existing fabric softeners: wrinkle control.

Unlike other softeners on the market, Downy Premium Care is a clear liquid, and will be positioned with the distinct benefits of wrinkle reduction, keeping clothes looking new longer and "unique absorbent softness," so that absorbency is not compromised.

P&G seems convinced that consumers will see the value of the new fabric softener benefits. Priced 30% higher than Downy Ultra at about $5.99 retail for the 40-oz. size, Premium Care will be touted as containing "micro-enhancers that penetrate into fabric, gently smoothing and untangling fibers." The four-SKU line will initially roll out in 40and 60-oz. bottles in new Caiming Mist and Invigorating Burst scents.

Procter & Gamble is planning a concurrent rollout of Premium Care globally, in keeping with its broader restructuring strategy of accelerating sales growth by conducting faster and more efficient launches.

In the U.S., P&G will offer instantly redeemable on-pack coupons for the Downy Bail until June, and cross-promote Premium Care and Downy Ultra in stores with its other top sellers, Tide detergent and Dawn dishwashing liquid. The first of five Premium Care FSIs is planned for Sept. 26 offering $1 off, with four others dropping through next May.