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Procter & Gamble’s Downy will keep bed sheets smelling fresh for one week. That’s the pitch in new ads, which tout the fabric softener’s improved formula.
The new formulation, available both on Ultra Downy April Fresh and Sun Blossom, hits shelves this month. The products are being promoted via TV and print ads, as well as social media.
One spot, via the brand’s lead agency Grey, New York, shows consumers indulging in a variety of rituals to celebrate their clean sheets.
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