A social media campaign for Downy fabric softener has the tagline "Bring out the #SoftSide," and shows soft sculptures of some of life's harder moments, including high-heeled shoes and football rivalries. "The idea is that by using handmade soft sculptures, hard situations are softened by our brand. Softness is Downy's equity, so we're inviting fans to bring out the #SoftSide in everyday life," said Carolina Rogoll, brand manager.
Downy campaign takes a softer approach
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