Backstreet boys, tell me why?3/12/2024 ![]() So everyone can keep their favorites their favorites. ![]() Through a clever use of their iconic 1 hit song, “I Want It That Way”, we went to educate our hero woman (and America) on how to finally remove odor from their favorite clothes with Downy Rinse & Refresh. After giving her well-loved Backstreet Boys T-shirt a cursory sniff, this woman firmly declares that its time to get rid of the article. ![]() So who better to tell you how to save your favorites than the biggest-selling boyband of all time, Backstreet Boys. We started with the insight that set-in odors can ruin everyone’s favorite clothes. So how can we launch Downy Rinse & Refresh in a breakthrough way, as a new category and resonate with our Millennial target audience? With 1 in 3 households claiming malodour as their top laundry issue, Downy offered a new groundbreaking deep-cleansing fabric rinse, designed to help remove these odour-causing residues. In 2022, Downy launched its biggest innovation in 30 years, Downy Rinse & Refresh.
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