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CINCINNATI - Consumer packaged goods manufacturer Procter & Gamble this month will completely revamp its Ultra Downy fabric enhancers by introducing new premium scents - and a new Hispanic-targeted SKU -- in a line called Ultra Downy Experientials.
"Over 40 years ago, Downy created the fabric enhancer category, and today it still continues to bring new innovations to the category," said Garth Ely, Downy brand manager. "The new Ultra Downy products allow consumers to experience the same great softness and freshness of Downy in a compacted formula."
According to P&G, the new Ultra Downy is more concentrated than before and provides consumers with more softness, freshness, and static control than previous versions, and the new curved bottle, colors, and updated photography convey a more contemporary and fresher feel. The new "tulip cap" is developed for larger size loads.
The Experientials line will be available in three new scents: Tahitian Waterfall, Cashmere and Silk and Moonlight Garden.
The Hispanic SKU, Jardin de Medianoche, is already successful in Europe and Latin America. "It's the first Downy designed to delight the Hispanic consumer," Ely told Progressive Grocer. "Fifty-seven percent of Hispanics are avid scent seekers. To them, scent is more important than performance, and they are willing to pay a premium to get a preferred or new scent. It also has the overt visuals, and bright colors that are attractive to that market."
P&G expects this line to build on the category growth from the launch of Downy Simple Pleasures, Downy and Bounce with Febreze Fresh Scent, and Gain Joyful Expressions. To drive this growth, the new Downy initiative will be supported by a marketing plan that includes TV advertising, FSCI's; new product packaging and artwork, ethnic marketing plans; shelf/display vehicles, and in-store point-of-sale materials. The color of the liquid is also a richer, less milky blue for a more appealing appearance.
According to P&G, those shoppers who purchase Ultra buy more of the product, and buy it more often, soften more loads, and spend more in the category per year than non-Ultra shoppers.