P&G’s Downy fabric softener launches hug-themed campaign for Christmas

P&G’s Downy fabric softener has latched on to the power of a hug for its new campaign for the Philippines. Titled #Spread100Hugs, the campaign has been created by Grey Manila, and was amplified by Mediacom, PR shop Greenbulb, event management company Hwangs, Inc. and marketing solutions firm Firestarter.

The film involves model and former Miss Universe Pia Wurtzbach embarking on a ‘hugging tour’ visiting classmates, friends, fans and members of her entourage to show them her appreciation.

Speaking to Mumbrella, P&G’s Louie Morante who leads regional brand communications for fabric care in the Asia Pacific region said: “Christmas has always been the most special and festive season of the year.

“It is a time of homecoming and reconnecting with family and friends. It’s also a time of giving hugs to people that matter. The majority of us often underestimate the power of a hug. A study from Carnegie Mellon University shared that adults who hugged more often were less likely to come down with a cold.

Every hug has a story to tell, and Downy wanted to ensure that the brand is top of mind when the words “Christmas” and “hugs” are mentioned, in order to drive Downy’s benefit of long lasting fragrance that make hugs during Christmas more special.”

Apart from the video, Downy installed a 50-foot tall scented Christmas tree at a prominent mall in the Philippines which lights up every time people hug each other inside its chamber.   

Asked about the response to the campaign, Morante said: “We have got over 300 posts and counting on social media across Facebook, Twitter and Instagram platforms.

Morante also pointed out this was not the first time Downy had ventured into the ‘purpose driven’ space and added: “Downy’s previous #NeverFade campaign worked with Southeast Asian women like Scha Alyahya from Malaysia, Dang Thu Thao from Vietnam, Araya “Chompoo” Hargate from Thailand, and Pia Wurtzbach from the Philippines who are relentless in pursuing their dream, whose passion ignites and inspires all those around them.”

The campaign is expected to run till the end of December this year.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing