Downy - selling quality

The diluted fabric softeners in large bottles offered by competitiors were challenging Downy's market share. Webb deVlam worked to achieve an emotionally compelling bottle with an improved shelf impression, reassuring consumers that the Downy product is, in fact, a better value. Home visits helped the Webb deVlam team understand the emotional role Downy played in the laundry process. We explored a broad range of shape languages before focusing on the "mother pitcher" form. The Webb deVlam technical team then supported implementation across the entire product range resulting in engaging packaging, appropriately enhancing the quality product inside.