With news circulating this morning that challenger laundry brands are upping their marketing game in the UK to take on the big boys of P&G and Unilever, it struck us how the laundry/detergent arena has been making a concerted effort to up its experiential and digital efforts to win over consumers recently.
The art of marketing laundry products is a well documented one, from the early origins of Lux Sunflakes – which pioneered the celebrity endorsements we are now all too familiar with – right up to the somewhat generic TV ads that have dominated the small screen over the years.
However, there has been a massive influx of innovation in the sector of late, with brands leveraging the full gamut of social, digital and entertainment marketing. In fact we’ve documented a fair few of them on FRUKT Source, including ground breaking work form OMO in Brazil which embedded GPS trackers in its packaging in order to hand deliver personalised rewards, and P&G’s colourful Cheer detergent embedding clickable rewards into music videos.
The latest piece of unique laundry marketing comes courtesy of P&G’s Downy brand, as the ‘in wash scent booster’ partners up with SCVNGR on what is being billed as the ‘world’s largest digital scavenger hunt’.
The one day only ‘Downy Unstoppables’ real world hunt kicks off on 3rd December, and will see participants charging around Las Vegas competing in tasks and challenges in order to net a sizeable $20,000 prize pot. Guinness World Records will even be on hand to verify the hunt's record breaking status, with pre-event activity including an online version of the game.
The well trodden path of celebrity endorsement is naturally still a part of the wider Downy campaign (the brand is using comedian Amy Sedaris as an ambassador), but what is increasingly evident is how detergent brands are redefining the advertising agenda for a more socially connected world, showcasing that even the most mundane of household products have the right to play in an innovative marketing space dominated by fashion and lifestyle brands.