In this opportunity, Downy updated its formula with an innovative benefit in the softener category: perfume + bad odor protection. TMGroup created and designed a key visual to communicate the new benefit. The challenge was to achieve this objective while leveraging the brand image that we have been building in the last years: link Downy to the fine fragances (perfumes) image. The result was to create a “key element”: a shield, a “beauty shield”. Now Downy evolved from a glass perfume bottle to a shield glass perfume bottle.

Very chic! repels bad odors.

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