Downy Wrinkle Releaser

Downy Wrinkle Releaser
Media Kit
Jaclyn Brass
Ashley Laws
Elizabeth Griffith
Caroline Todd
October 2, 2012
Megan Licursi
1563 Creekside Road
Amelia, OH 45102
Dear Mrs. Licursi,
We would like to say thank you for taking the time to work with us this semester.
We have enjoyed learning about the Downey Wrinkle Releaser and are excited to
work with you in the promotion of this product toward the college market.
You have given us the opportunity to use the public relations skills we have
practiced in the classroom and apply them to a real world assignment. We have all
benefited from creating email and traditional press releases, fact sheets,
biographies, features and brochures.
We are confident the promotion of the Downy Wrinkle Releaser will be a success,
and we look forward to watching it reach its full potential in a new target market.
Thank you again for allowing us to work with you this semester.
Sincerely,
Elizabeth Griffith
Ashley Laws
Caroline Todd
Jaclyn Brass
1 Procter & Gamble Plaza
Cincinnati, OH 45202
513-983-1100
BACKGROUNDER
October 9, 2012
Contact Information:
Megan Licursi
MLCM
(513) 404-2545
[email protected]
Downy Wrinkle Releaser®
Downy Wrinkle Releaser® is an easy-to-use spray that reduces wrinkles and helps keep
clothes looking neat without the hassle of ironing. Its unique formula relaxes fabric fibers,
helping to release wrinkles. Downy Wrinkle Releaser® leaves clothes with a light fresh scent.
This Downy product is safe for the environment and useful for traveling. The spray will
not cause clothes to fade and can be used virtually on any fabric.
Downy Wrinkle Releaser® is available in bottle sizes of 3oz (Travel Size), 16.9 oz
(500mL) and 33.8 oz (1 Liter). It is sold across the United States in Targets, Wal-Mart’s and
select drug and grocery stores. It is also available for purchase on
www.amazinghomeproducts.com and www.elyyawitz.com.
Downy Wrinkle Releaser® has a current target audience of mothers and fashionistas but
would like to expand to college students and men.
-more-
It has a consumer rating of 4.8 out of 5 on the Downy website. Downy Wrinkle Releaser
has been ranked #3 on the Huffington Post's Top Ten Best Travel Gear for Summer 2012 List. It
is also a top product for student advisors ultimate dorm living guide.
It was announced on September 30, 2011, that Janie Bryant, the award winning costume
designer for “Mad Men” television series, will be the spokesperson for Downy Wrinkle
Releaser®.
Downy is a trademark of The Procter & Gamble Company, Cincinnati, Ohio, used under
license by The OneCARE Company. The Evercare Company, Changing Paradigms and
Esseplast joined to forces create oneCARE. The OneCARE Company was formed in 2007 to
bring together the strengths of these three leaders of household products. New York-based
Protostar Partners, L.L.C is the control investor of oneCARE. The OneCARE Company is
currently 500 products strong.
###
1 Procter & Gamble Plaza
Cincinnati, OH 45202
513-983-1100
NEWS RELEASE
Contact Information:
Megan Licursi
MLMC
Cincinnati, Tampa, Chicago, LA
513.404.2545
813.727.3505
October 12, 2012
FOR IMMEDIATE RELEASE
A CRAZY NIGHT BRINGS A CRUMPLED MORNING
I woke up disoriented to the sound of my phone alarm. It took me a second to
realize where I was because the pictures and pillows that surrounded me definitely were
not mine.
Then I remembered. I went home with him last night. And I have an interview for
my summer internship in 30 minutes. For a second, I was relieved that I didn’t wear the
little black-sequined dress I had my eye on last night.
I looked over at my silky white blouse and navy wide-leg trousers crumpled on
the floor.
I slipped out of bed, grabbed my clothes and snuck into the bathroom. When I got
dressed and wiped the smudges away from under my eyes, humiliation crept over me as I
realized my clothes were so wrinkled that they screamed, “Shacker!”
-more-
P&G
Page 2 of 2
“Nothing a little Downy Wrinkle Releaser can’t fix,” I thought.
With 15 minutes until my interview, I grabbed my purse and searched for my
lifesaver, Downy Wrinkle Releaser. I hoped it would magically appear, even though I
lent it to my roommate yesterday.
It wasn’t there. My stomach dropped. I would have to go like this.
As I anticipated my walk-of-shame (not to mention my upcoming interview), I
considered just crawling back under the covers and never coming back out.
But instead, I quietly opened the door and snuck into the hall, only to come face-to-face
with his snickering roommate.
“Great. No one is going to take me seriously,” I thought as I left the apartment.
If only I had my travel size Downy Wrinkle Releaser with my other handbag
essentials, last night’s clothes would look freshly pressed.
I made a mental note to never leave the house without it again, as I prepared
myself for what would certainly be the most embarrassing interview of my life.
###
October 9, 2012
A Crazy Night Brings a Crumpled Morning
I woke up disoriented to the sound of my phone alarm. It took me a second to realize where I
was because the pictures and pillows that surrounded me definitely were not mine.
Then I remembered. I went home with him last night. And I have an interview for my summer
internship in 30 minutes. I looked over at my silky white blouse and navy wide-leg trousers
crumpled on the floor.
“Nothing a little Downy Wrinkle Releaser can’t fix,” I thought.
With 15 minutes until my interview, I grabbed my purse and searched for my lifesaver, Downy
Wrinkle Releaser. It wasn’t there. My stomach dropped. I would have to go like this.
As I anticipated my walk-of-shame (not to mention my upcoming interview), I considered just
crawling back under the covers and never coming back out. But instead, I quietly opened the
door and snuck into the hall, only to come face-to-face with his snickering roommate.
“Great. No one is going to take me seriously,” I thought as I left the apartment.
If only I had my travel size Downy Wrinkle Releaser with my other handbag essentials, last
night’s clothes would look freshly pressed. I vowed never to leave the house without it again, as
I prepared myself for what would certainly be the most embarrassing interview of my life.
Contact Information:
Megan Licursi
MLMC
Cinncinnati, Tampa, Chicago, LA
513.404.2545
813.727.3505
1 Procter & Gamble Plaza
Cincinnati, OH
(513) 983-1100
A COLLEGE FRESHMAN LOOKS FRESH FAST
WITHOUT MOM’S HELP
“Ironing is a foreign concept to me. My mom always did my laundry for me when I lived
at home,” said Ben Laws, a freshman at Auburn University.
For many first time college students living away from home, a slew of new
responsibilities are added to their daily lives, including washing and pressing clothes. However,
not every student has time to iron his or her clothes. While balancing things like schoolwork,
Greek life, athletics, part-time jobs, clubs and other extracurricular activities, some students
experience difficulty even finding the time to sleep.
“Usually the last thing on my mind would be the way my clothes look, but being a pledge
for my fraternity requires us to look presentable every day,” Laws said. “I would never have time
to iron my clothes the old-fashioned way. Plus, I live in a dorm, so that makes it an even bigger
challenge.”
Luckily, Laws has found a solution: Downy Wrinkle Releaser.
“Downy Wrinkle Releaser has been one of the best purchases I have made for my son,”
said Rebekah Laws, the Auburn student’s mother. “And it’s now a staple in my laundry room.”
-more-
Page 2 of 2
Downy Wrinkle Releaser, a product of P&G, is an easy-to-use spray that reduces
wrinkles and helps keep clothes looking neat without the hassle of ironing. Its unique formula
relaxes fabric fibers, helping to release wrinkles in a matter of seconds.
“I worried about Ben when he started school. I just prayed he would at least comb his
hair before class, but every time I have seen him he’s looked so put together,” Mrs. Laws said
with a smile.
Downy Wrinkle Releaser has been a great product for those who take care of a household
like Mrs. Laws. “Even though Ben is out of the house, I still have to do my husband and
daughter’s laundry every day, and this stuff has been such a time-saver,” Mrs. Laws said. “But I
promise it is not just for moms.”
This product saves time, leaves clothes with a light fresh scent and it can be taken
anywhere. The travel size bottle is a great item for students, like Laws, that go to away football
games.
“Downy Wrinkle Releaser is the easiest product I have ever used. Just a few sprays and
my clothes look and smell clean. I have actually had a football game date tell me my clothes look
nice,” said Laws.
Downy Wrinkle Releaser is a product every college student needs, especially those who
live in a crammed dorm room. With all the schoolwork and activities to balance, why add
another chore to deal with?
“I never thought I would say something like this,” Laws said, “but Downy Wrinkle
Releaser is an essential for me.”
###
Frequently Asked Questions
1. What is Downy Wrinkle Releaser?
• Downy Wrinkle Releaser is an easy-to-use spray that reduces
wrinkles and helps keep your clothes looking neat without the
hassle of ironing.
2. How can I use Downy Wrinkle Releaser?
• With three easy steps, Downy Wrinkle Releaser works in minutes.
First, spray Downy Wrinkle Releaser on your wrinkled garment in
a sweeping motion until lightly damp, not wet. Second, firmly tug
the garment horizontally and vertically to release the wrinkles.
Smooth with your hands. Finally, hang your garment.
3. What sizes is Downy Wrinkle Releaser available in?
• Downy Wrinkle Releaser is available in a 3 oz. (travel size), 16.9
oz. (500 mL) or 33.8 oz. (1 liter) bottle.
4. Where can I buy Downy Wrinkle Releaser?
• You can purchase Downy Wrinkle Releaser at your local Walmart
or Target, as well as select grocery stores.
5. What types of fabrics can I use with it?
• Downy Wrinkle Releaser works on virtually all fabrics. With
garments that tend to water-spot (silk and rayon), Downy Wrinkle
Releaser should be used only after testing in a hidden area. It is not
designed for leather, fur or suede.
6. Do I need an iron to use Downy Wrinkle Releaser?
• No, you do not need an iron. You can use Downy Wrinkle
Releaser instead of spray starch while ironing if preferred.
7. How can I find more information?
• Visit our website at http://www.downywrinklereleaser.com/ or
contact by phone at 1-888-334-4890.
Downy Wrinkle Releaser
Fact Sheet
• Downy Wrinkle Releaser is an easy-to-use spray that reduces wrinkles so you can avoid
using the iron.
• Downy Wrinkle Releaser leaves clothes with a light fresh scent.
•
Spray Downy Wrinkle Releaser on your wrinkled garment until damp and then gently tug
the wrinkles out
• It can be purchased at most supermarkets, large grocery stores and drugstores such as
CVS and Walgreens.
• It comes in travel and regular size so you are never without your DWR
• Works on dry-clean-only fabrics
• Downy products should not irritate skin or cause allergic reactions for most people.
Procter & Gamble Facts
•
P&G is a global, publicly traded Fortune 500 company and the largest packaged goods
company in the world.
•
Brands: P&G creates 50 Leadership Brands, which are among the world’s best known
household names.
•
P&G brands touch the lives of people around the world four billion times a day.
•
P&G has one of the largest and strongest portfolios of trusted brands, including Pampers,
Tide, Ariel, Always, Pantene, Bounty, Pringles, Charmin, Downy, Iams, Crest and Olay.
Twitter posts:
Facebook posts:
BUZZ
A CRAZY NIGHT
BRINGS A CRUMPLED
MORNING
I
woke up disoriented to the sound of
my phone alarm. It took me a second to realize where I was because the
pictures and pillows that surrounded me
definitely were not
mine.
Then I remembered.
I went home with
him last night. And I
have an interview for
my summer internship in 30 minutes.
I looked over at my
silky white blouse
and navy wide-leg
trousers crumpled on
the floor.
“Nothing a little Downy Wrinkle Releaser
can’t fix,” I thought.
With 15 minutes until my interview, I
grabbed my purse and searched for my
lifesaver, Downy Wrinkle Releaser. It
wasn’t there. My stomach dropped. I
would have to go like this.
As I anticipated my walk-of-shame (not
to mention my upcoming interview), I
considered just crawling back under the
covers and never coming back out. But
instead, I quietly opened the door and
snuck into the hall, only to come faceto-face with his snickering roommate.
“Great.
No one is
going
“Nothing a little
to take me
seriously,” Downy Wrinkle Releaser
thought as
I left the
can’t fix.”
apartment.
If only
I had my travel size Downy Wrinkle
Releaser with my other handbag essentials, last night’s clothes would look
freshly pressed.
I vowed never to leave the house
without it again. 
1
SPRAY
TUG
&
3
2
SMOOTH
HANG DRY
Frequently Asked
Questions
What is Downy Wrinkle Releaser?
Downy Wrinkle Releaser is an easy-touse spray that reduces wrinkles and helps
keep your clothes looking neat without
the hassle of ironing.
How can I use Downy Wrinkle Releaser? With three easy steps, Downy Wrinkle
Releaser works in minutes. First, spray
Downy Wrinkle Releaser on your wrinkled
garment in a sweeping motion until lightly
damp, not wet. Second, firmly tug the
garment horizontally and vertically to
release the wrinkles. Smooth with your
hands. Finally, hang your garment.
What sizes is Downy Wrinkle Releaser
available in?
Downy Wrinkle Releaser is available in a
3 oz. (travel size), 16.9 oz. (500 mL) or
33.8 oz. (1 liter) bottle.
Where can I buy Downy Wrinkle Releaser?
You can purchase Downy Wrinkle Releaser
at your local Walmart or Target, as well as
select grocery stores.
What types of fabrics can I use with it? Downy Wrinkle Releaser works on virtually all fabrics. With garments that tend
to water-spot (silk and rayon), Downy
Wrinkle Releaser should be used only
after testing in a hidden area. It is not
designed for leather, fur or suede.
Do I need an iron to use Downy Wrinkle
Releaser? No, you do not need an iron. You can use
Downy Wrinkle Releaser instead of spray
starch while ironing if preferred.
1-888-334-4890
www.downywrinklereleaser.com
DownyWrinkleReleaser
@downyez
Downy Wrinkle Releaser
is a product of
Procter & Gamble
www.pg.com
Have a wrinkle-free
college experience with
Downy.
No time or iron needed.