P&G Shows Its Softer Side With Downy Cause Effort

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Procter & Gamble has launched a limited-edition bottle of Downy, a move that comes as the brand looks to raise 10,000 quilts for children as part of its latest cause-marketing effort.

Through June, P&G will donate 5 cents from every purchase of specially marked Downy April Fresh products to Quilts for Kids, an organization that works with volunteer quilters to make and distribute custom-sewn quilts to children in hospitals. April Fresh is Downy’s best-selling extension, and the program’s logo, “Touch of Comfort,” will appear on fabric softeners like its 60-load (in liquid concentrate form) as well as on 120-count laundry care sheets.

Introduced

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in