Downy Scent Booster Collection

We had one goal: drive growth for a new, still emerging laundry add-on that most consumers weren't familiar with yet, turning it into something people actively seek out - not just stumble into. ​

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The insight came from what consumers consistently said after trying it: the scent lasts in a way they didn't expect and better yet, didn't want to lose. So we didn't lead with the product features, we led with that pull. ​

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The big platform idea was built around a sensory "after-effect" - long lasting freshness. Freshness that doesn't fade when the wash ends, but lingers in a way that's "repeat-worthy". ​

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Instead of showing the product in a straightforward way, we built a visual language around memory and sensation, letting the benefit show up in unexpected, almost cinematic moments. The result is a world where one wash doesn't feel complete without that lasting hit of freshness. This message was translated throughout each retailer touchpoint. 

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By shifting the focus from a functional benefit to an emotional experience, the work elevated consumer awareness and desirability within an emerging product category reinforcing the role of scent as a key driver of repeat engagement and purchase consideration.  

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