Improved Ultra Downy® April Fresh Formula Extends 'Clean Sheet Day' into 'Clean Sheet Week'

Ultra Downy® April Fresh Offers a Long-Lasting Fresh Twist

News provided by

Aug 17, 2010, 09:00 ET

CINCINNATI, Aug. 17 /PRNewswire/ -- What if "Clean Sheet Day" became "Clean Sheet Week?" Now, Procter and Gamble's (NYSE: PG) improved Ultra Downy® April Fresh gives a whole week of motion activated freshness in just one wash, allowing consumers to climb into sheets with renewing freshness for seven days.

"This is one of the most exciting product upgrades we've had throughout our brand history," said Mary Pochobradsky, Downy Marketing Director. "We're eager for consumers to experience an entire seven days of renewing freshness in their fabrics during 'Clean Sheet Week.' Our goal is to deliver a long-lasting scent experience, so the freshness you feel on 'Clean Sheet Day' can last throughout the whole week."

LONG-LASTING FRESHNESS FROM DUAL NOTES CREATES "CLEAN SHEET WEEK"

According to a 2006 Procter & Gamble study, 64 percent of consumers claim to wash their sheets at least once a week. Whether they like to jump in, tuck the sheets in tight around them or just pull them up close to their chin, people love the feeling they get when they climb into clean, fresh sheets. On that laundry day, or "Clean Sheet Day," consumers simply luxuriate in the feeling of fresh sheets. Now, upgraded Ultra Downy® April Fresh fabric softener has dual note scent pearls that allow "Clean Sheet Day" to extend into "Clean Sheet Week." Whether it's the first day of the week or the seventh day, when you climb into bed, the fresh feeling returns.

INTRODUCING ULTRA DOWNY® SUN BLOSSOM SCENT

In addition to the enhanced Ultra Downy® April Fresh, Downy has also introduced a new vibrant floral scent – Sun Blossom.

The manufacturer's suggested retail price for the improved Ultra Downy® April Fresh and new Sun Blossom variant is $4.99 to 5.99 for a 60 load bottle and it is sold at retail stores nationwide beginning June 23, 2010. Actual retail price is up to the sole discretion of the retailer.

About Downy®

Downy® offers a line of advanced fabric care conditioning products that helps keep clothes feeling soft and smelling fresh. Downy's family of liquid fabric softener includes: Ultra Downy, Downy with Febreze® Fresh Scent, Downy Pure Essentials™, Downy Experientials™, and Downy Simple Pleasures®. Downy also offers a variety of dryer sheets. For more information, please visit www.Downy.com.

About Procter & Gamble (NYSE:PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble