Downy Rinse
Campaign

Objective Design a print campaign for Downy's Rinse & Refresh product, a modern, fabric-safe alternative to traditional softeners, targeting young professionals aged 20–30 who have actively moved away from conventional fabric softener due to its long-term effects on clothing.

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Insight This audience is already seeking solutions to cleaner, fresher clothes with scent booster beads, white vinegar, and conventional softeners. They care deeply about preserving their clothes and won't settle for products that do more harm than good. Rinse & Refresh positions Downy as an innovator rather than a fabric softener brand past its prime.

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Impact Delivered a campaign that evokes a fresh, clean, premium feeling and positions Rinse & Refresh as the missing laundry miracle for a new generation of consumers who no longer gravitate towards conventional softeners.

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SCAD — Solo Project — Art Direction and Copy by Armen Manis Fisher — 2023