Procter & Gamble Launches Downy in Kenya

By / Published September 15, 2015 | 8:00 am

Procter & Gamble (P&G), the consumer goods company behind leading laundry detergent, Ariel, has launched Downy Concentrate Fabric softener in Kenya for the first time.

“We are excited to bring the world’s number one fabric softener, Downy Concentrate, to the country,” said Iacopo Pazzi, Managing Director of P&G East Africa. “Kenya is the first country in sub-Saharan Africa where Downy has been introduced. We are committed to the Kenyan market and are confident that Downy Concentrate will meet the needs of Kenyan families as it has done globally for millions of consumers for more than 50 years.”

Downy Concentrate provides multiple benefits when used to do laundry. Downy Concentrate is available in four different variants and provides multiple benefits when used to do laundry. Firstly, it offers a long-lasting freshness with its unique concentrated formula that contains perfume oil to penetrate deep into clothing fibres, keeping them fresher all day long. In addition, the fabric softener’s one-of-a-kind active softening agents make fibres softer and smoother, maintaining elasticity, lessening the incidence of creasing and making clothes easier to iron. The softening agents also leave a protective layer on the clothing fibres so that quality is maintained longer than when using detergent alone.

Finally, because new Downy is concentrated, it also offers superior value: with Downy, you can wash up to 2.5 times more clothes than with regular softener. Though the above advantages of Downy Concentrate have already made it a leading brand in international markets, it’s most famous feature is its ability to emulate a mother’s loving touch.

Downy’s long-lasting transforms fabrics into messages of love. “When you use Downy to enhance the fragrance, feel and life of your clothes, you will pass on unspoken words of confidence, care and love to your child or partner during important moments, such as nerve-wracking class speeches or big sports games,” said P&G East Africa’s Marketing Director, Anthony N’ganga. “They will be able to feel the love and encouragement in their clothing, giving them the extra boost they need.”

According to Faith Mwaura, Downy Parenting Expert, simple things like freshly washed clothes are a powerful gesture of a mom’s thoughtfulness in her role as caregiver. “When we send our children out into the world, we want them to know that even when far away from us, Mom is always there for them,” she says. “Just the scent of home on fresh, soft clothes can give them a little extra boost of confidence.” Share your message of love on the Downy Kenya Facebook page and stand the chance to win.

To mark the launch of Downy Concentrate in Kenya, P&G is inviting mothers from across the nation to share their personalised messages of love on the company’s Facebook page (www.facebook.com/DownyKenya) to stand a chance to win one year’s worth of school fees for her child to the value of Ksh 300 000.

“P&G recognises the importance of parents investing in their children’s education, as this is investing in their future potential,” commented Mr N’ganga. “This is why we are on a mission to send the nation’s children to school with the scent of Mom’s love and a big boost of freshness and confidence. Millions of moms all over the world already turn their laundry into a message of love for their families thanks to Downy.”

Join the Downy team at Junction Mall on 12 September to learn more about the product, the competition and to meet some of your favourite celebrity mothers, such as Renee Ngamau and Christine Khasinah-Odero. The day will be filled with fun activities, and there will be lots of spot prizes to be won.

All four Downy Concentrate Variants – recommended by Ariel as the perfect laundry partner- are available across the county with a recommended retail price of Ksh15.00 for 20ml sachets, Ksh250.00 for 500ml and Ksh450.00 for 1L.