Tkt Obs Lev

1. Project Description

Obsession Initiative 1.1 Why Obsession

07

1.2 Description 08

1.3 Package and Product

09

1.4 Initiative Details 10

2. Who

2.1 Strategic Target and Prime Prospect

15

2.2 Obsession Holistic Profiling

22

2.3 Key Receptivity Themes

27

2.4 Trial and Purchase Barriers

28

3. What

3.1. Equity Pyramid 35

3.2 Brand Character 36

3.3 Obsession Concept

37

i. Results and Drivers

3.4 Communication Idea

43

- KV- Closure Claim3.5 Artwork Style and

Pack Shots 46

3.6 Package Results Summary

47

3.7 Perfume Scent Results

48

3.8 Line Up 50

4. How

4.1 Communication Plan Choices

55

i. Receptivity Mindset

ii. Key Implications

iii. Storeback - Path to Purchase

4.2. CPC: How the Consumer

60

will experience Obsession?

i. Strategic Roles and key Contacts

ii. Communication Strategic Framework

iii. Level of Priority

iv. Success Criteria

4.3 Visual Assets 69

i. KV & FMOTii. In-Store Claim

5. Obsession 360 Execution

75

i. FMOT Menu: Shelf Strategy and Market

ii. Holistic Communication Plan Menu

5.1 Obsession Launch

78

i. Style Guide

5.2 Obsession Leverage

172

i. Style Guide

WHO:

WHAT:

HOW:

Obsession June 10

Sensorial consumer / Expressive

Brings you a touch of luxury everyday / Fine fragrance notes

My perfume in my clothes. My scent talks about me. v y unique personality as a woman.

Continue desire of new enjoyable sensorial

experiences.

Fine Fragrance. Coding of Identity.

Wants indulging experiencethat will be a reflection of who she is.

Project Description1Why Obsession?1.1

07

Concept: Mexican twist on CEEMEA Perfumelle, reinforced on Freshness and LLF vectors, qualified via C&SPIT.

Piloted in Storeback, Claim qualified via Claim Screener.

Package: Bond with Shrink Sleeve (800 ml) that wins vs. Suavitel Magical Moments and Suavitel Fresca Primavera.

3 scents in 800 ml, 2.8 l, 5 l, (Mx & Vz); and 800 ml (rest of LA): Magnifique, Glamour, Sensualit.

Sweeten the mix of Downys portfolio.

UTT focus.

Pricing: 95 index per bottle vs. SMM (Super Premium vs. DSR).

Line Up: 800 ml, 2.8 l, 5 l.

SOS: June 2010.

Support: JJAS10; Leverage OND10 (Jolie Version).

08

Launch Downys super premium line to compete against SMM, with a WPI

proposition to win with our Sensorial PP.Win against Suavitel MM

(Bottle, product & Concept WPI).M

agni

fique

Glam

our

Sensu

alit

Jolie

(L&

L)

Obsession Initiative - Description

09

Obsession Package and Product

SSL Bottles with Shrink Sleeve: Wins vs. SMM and Suavitel Regular (90% significance).Perfume candidates: Significant winner vs. SMM blue version, in neat and dfo pre rub 1 day and 7 days. Parity at post rub stages.

1.31.2

Suavitel Rag FPSuavitel Reg ASSuavitel SE FPSuavitel SE ASSuavitel SE AquaSuavitel MMTotal EnsueoTotal SuavitelTotal DownyDowny DeLuxe

3%31%

3%16%

0%22%

9%75%-9%

Downy DeLuxe Initiative Details

Super Premium Segment growth is expected therefore category revenue and

trade margin growth is also expected. See below the % of SMM sourcing Obsession.

10 11

1.4Source of Volume

WHO2Strategic Target & Prime Prospect2.1

Global Fabric Enhancer Franchise Modular Architectureessential

Role in franchise

Future products Future productsFuture products Future products Future products

Current products Current products Current products Current products

Role in franchise Role in franchise Role in franchise Role in franchise

Promise Promise Promise Promise

irresistible

New to the world process solutions that dramatically improve your laundry process.

Liberating process solutions.

Laundry strategy-forms.

DSR-white space expansion.

Fast Dry.No-Iron (LIMs).

PMCs / Holistic Freshness.Fabric Feel & Touch(reinvent softness).

Wrinkle Free (Developed).Re-wear.Specialty fabrics Care.

In-wear Benefits(e.g. luxurious feel on skin).Scent Customization.

Skin (no negatives).Destiny.Skin (positives).Purtity.Anti-allergy.UV protection.

Free.Hebbe-natural ingredients.AAI-AntiBac.

Mystery.Simple Pleasures.Obsession.Tancahi.Aromatherapy.

Base Variants. Identity: Temago.

Hard point. Experimental (NA, Japan). Hard point.Laundry Equity strech-new benefits.

Health and wellness benefits. Makes my fabrics look beautifull. Fulfills my desire to care for myself.

Fulfills desire to care for family.

Care for the wellness of your family through fabrics.

Care for fabrics beyond just clean to soft and fresh.

Care for your fabrics to keep them beautiful.

Captivating multi-sensorial fabric experiences just for you.

Role to win Role of transferable





Captivating multi-sensorial experiences.





Liberating process solutions

Good for us

Soft & fresh comfort

Beautiful look

Sensorialpleasuresfor me

15

Global FE Prime Prospects

Sensorial Focus

1716

Seeks new, enjoyable, relaxing experiences For Me.

- Make laundry task more enjoyable.- Process is a way to express self, enhance mood and indulge.- A way to pamper and take care of herself.

Scent and other sensorial cues as drivers of mood and attitude.- Sensory enjoyment is price of entry, en-joy smell throughout process and in-wear.- Scents reflect her.- Energized and renewed.- Relaxed and comfortable.- Femininity.

Up-to-date on trends, open to new things. 2 Sub-Groups:- Simple Joys / Happiness.- High Sensoriality.

What we have done.

14

Profile and Needs

The right scent.

Long lasting accent that enhances her mood.

Less important.

* Feel good while wearing clothes.* Fresh feeling in wear.* Long lasting scent.

Me.

Seeking a pleasurable scent experience that enhances her mood.

* Emotional fulfillment.* Enjoying the process.

Self expression, enjoyment.

I love great sensorial experiences that enhance my mood, give me a little indulgence, or just make me feel good.

Top FE Benefits

Role of Scent

Role of softness

Motivation

ME/WE

Attitude towards the category

Gratification drivers

Life tension

Desire Experience

sensorial focus

HIGH SENSORIALITY

Small Joy

In-Wear Happiness

Fun and Simple Experience Seeker

Scent Expressives

JAPAN

CEEMEA

WE

NA/AA

Glamorous Experience Seeker (WE)

Groomed to Succeed Elena (LA)

Sensorial Creative (NA)

WE

LA

NAI love great sensorial experi-ences that enhance my mood, give me a little indulgence, or just make me feel good.

FOR MESELF EXPRESSIONENJOYMENT

1918

Sufficient

Consumer Name

Denominator

Brief Description

Right To Win

61% of Mexican Consumers(TBD or Rest of LA).

#1 #2 #3

She struggles with multiple activities as she tries to balance between the family responsibilities and her own needs as a woman. She realizes that by being happier with herself, her family will be better off as well. Becuase of this, she looks for products that either a) provide an effective laundry process that helps her save precious time with good results; or, b) products that pamper her as a woman. She is willing to pay a litlle more to get both...

Downys innovation helps her to simplify the process, sav-ing time. Also delivers scent experiences that pamper her.

Downy Specials, FS products that provide the clothes ap-pereance - through fragances- that will make her stand out.

She wants to stand out of her social environment, and for that her / her familys appearance is cru-cial. She is a socially active leader. Image and ap-pearance are a priority for her and she invests time, energy and money to portray the best image of her and her family.Fragance is a strong signal of appearance, and the FE product she uses plays a key role in providing signals through scents that are noticeable to other and show her and her familys potential: i.e. she will always try to use the most sophisticated fragrances in the market to signal status. Important, this target cuts across SELs.

Practical & Balanced Groomed to succeed Perfect HW, pampering needed

Bea Elena Susan

Downy will provide her the outstanding long lasting freshness her family is demanding and a more enjoyable scent experience for her through and after the wash.

She is the perfect mother and HW fully dedicated to her family and deeply absorbed by the burden of household chores, thats why she is very demand-ing of the FE products she uses. On the surface, she seems fulfilled and happy with her life, yet inside she craves for a more balanced one, where she as well could dedicate some time to herself. Trapped in this HW job, she manages to escape through small activities where she can be alone with herself, such as shopping or even laundry. She needs top performance products to get the job done well, while she desires more pampering.

Downy will become a mean to obtain an enjoyable clothes care (from rinse to wear).

Downys brand architecture and innova-tion pipeline will be designed based on

her needs and desires.

Meaningful

Mexican Prime Prospects Holistic Profile

Women who seek FC benefits and experiences beyond cleaning that fulfill their need and desire to make everyday life more enjoyable

Actionable

They are women that do not think womens unique role is to run the household / do housekeeping / bear & raise children. They are women that want a little room for themselves, want to take more decissions, seek to take more control over their lives. They look for small moments of enjoyment, which they tend to get from even the most frugal household activities. They are still traditional moms in more than one way-still think children and the house-

hold are importan in their life, the are not going to trade this off-they are just looking for more balance, and a bit of self pampering. They want to feel women, beyond housewives. In the FS category, this translates into them being interested in innovative products that make their FS experience more enjoyable both in process (through simplified processes), as in outcome (enhanced in-wear long-lasting freshness, scents that recognize them as women).

Women (F3 users) who would like life to be more than just household chores. They are women that do not think womens unique role is to run the household / do hoousekeeping / bear & raise children.

They want a little room for themselves, want to take more decisions, seek to take more control over their lives. They look for small moments of enjoyment, which they tend to get from even the most frugal household activities.

They are still traditional moms in more than one way -still think children and the household are important in their life, they are not going to trade this off -they are just looking for more balance, and a bit of self pampering.

They want to feel women, beyond house-wives. In the F.S. category, this translates into them being interested in innovative products that make their FS experience more enjoyable both in process (through simplified processes), as in outcome (en-hanced in-wear long-lasting freshness, scents that recognize them as women).

WHO IS SHE? (LA WORk)

-She is married with kids. She has a daugh-ter where she puts all her hope.

-She wants her daughter to finish school, and ideally the university, to have a profes-sion, a work, and then get married.

-Our consumer knows she is screwed but wants her daughter to progress, to be some-one in life. She doesnt want her daughter to see her as she sees her mother.

-She knows that some minutes/hours per day that she dedicates to her, are essen-tial. She enjoys that a lot (watch a movie, read a book, do some handcraft stuff, do her nails, etc)

-She is happy with her life but if she can start all over again, she would probably change many things

PRIME PROSPECT: SENSORIAL FOCUS, WOMEN AND FE USERS OVER18 Y/O.

* Seeks new, enjoyable, relaxing experi-ences - For Me. - Make laundry task more enjoyable. - Process is a way of expressing self, enhance mood and indulge. - A way to pamper and take care of herself.

* Scent and other sensorial cues as drivers of mood and attitude. - Sensory enjoyment is the price of en-try, enjoy smell throughout process and in-wear. - Scent reflects her. - Energized and renewed. - Relaxed and confortable. - Feminity.

* Up-to-date on trends, open to new things. 2 Sub-Groups: - Simple Joys / Happiness. - High sensoriality.

The balanced woman (family & her) & enjoyable seeker The balanced woman (family & her) & enjoyable seeker

2120

size

Profiling - LA Sensorial Focus Who I am

% of REP

With Kids

Washing Machine Own

Yes

Employed

19 - 34 years old

35 - 55 years old

Single

Married / Union Mate

Other Status

Unemployed / Not Work

... as Student

... as Housewife

Superior Education

Secondary School

Primary School or Less

19%

31%

39%

22%

63%

16%

100%

79%

49%

51%

10%

41%

47%

33%

20%

71%

19%

49%

46%

27%

61%

12%

100%

65%

49%

51%

13%

29%

38%

43%

19%

62%

14%

54%

43%

22%

65%

13%

100%

73%

47%

53%

10%

35%

61%

31%

9%

38%

Peru

23%

50%

43%

29%

59%

12%

100%

71%

56%

43%

18%

21%

41%

45%

14%

79%

Venezuela

size

age range

wm penetration

kids

homemaker

employment

marital status

unemployment

education

18

Im an adventurous and chal-lenger woman who loves changes and opportunities in life I find myself as a creative person as Im al-ways looking for t ideas to improve my home and personal style...

Im a woman who needs to stand out and feel noticed, thats why Im always looking for fashion tips & style, as I find appearance as a mean for recognition

I love to enjoy and pamper myself with little luxuries this is a way to have a balance with my duties and daily routine

23

Obsession Holistic Profiling Sensorial Focus How I am

Hi! my name is Veronica! Im a 35 y/o woman, married with kids. Im a multi-tasking woman

(HW, Women, Worker, Mother) with superior education who is pride of being a modern HW.

Im an entrepreneur and creative housewife, who is always looking for recognition and new

ideas to improve home and my personal style. I also love my me-time moments to pamper and

indulge myself.

22

ENTR

EPR

ENEU

R &

CR

EATI

VE

ATTI

TUD

E:

INFO

-SEE

KER

WH

O S

TRIV

ES F

OR

SU

CC

ESS

& R

ECO

GN

ITIO

N:

SELF

IND

ULG

ENT

OR

IEN

TED

:

2.2

Mexico Colombia

Vernica

25

How I relate to the Fabric Care Category How I Navigate the Category

24

DOWNY penetration is currently overdevel-oped in Mexico (108), while in Andino coun-tries (Col, Per) Downy has an opportunity to grow penetration at expense of Suavitel.

ARIEL continues to be a strong building block to leverage our offering given: a) the strong affinity it has with Sensorial Focus PP (Mex 108, Per 113, Ven 123), b) the consis-tency in both brand Equity Offering.

DOWNY penetration is currently overdevel-oped in Mexico (108), while in Andino coun-tries (Col, Per) Downy has an opportunity to grow penetration at expense of Suavitel.

ARIEL continues to be a strong building block to leverage our offering given: a) the strong affinity it has with Sensorial Focus PP (Mex 108, Per 113, Ven 123), b) the consis-tency in both brand Equity Offering.

Softeners Penetration:

My relationship with fragrances:

A

B

I find myself as a practical shopper who doesnt want to waste time I often buy products impulsively and also love to try new things

Shopping Attitude: Impulsive & Practical Shopper

My past experiences, family advices & celebrities are truly important for my pur-chase decisions among household prod-ucts If I try a household product that de-serves, I would recommend it to many people

Purchase Decisions & WOM: Influenced / Influencer

I prefer to buy Household Goods in a Mini-Store during the week Price, Staff & Quality are important factors to decide where to shop

Supermarket Grocery: Willing to pay for Quality! A

B

C

Contact

TVMain source of entertainment. Wide range of shows and channels + kids (ptv).

Magazines Entertainment + keep-up with the News.Extensive titles including fashion, health and home deco-ration.

InternetSource of Information.Not a Heavy-user but tends to be a pragmatic researcher.

OOHOn-the-go situations.Shopping, malls, kids.

How do I connect? / What do I look for?

27

How I connect each Touchpoint Key Receptivity Themes

Premiumization of my everyday routine

Eager to learn & Open to advice

Pleasing my senses through little luxuries

I usually look for changes in my life because I want to achieve a personal and distinctive style, but sometimes I feel like I dont have enough time for myself or that these luxuries may be over my budget.

I worry a lot about my appearance I like to stand out and be recog-nized because it boosts my confidence and self-esteem, but some-times Im afraid to combine things the wrong way or overdo things, specially clothes and fragrances.

I like to indulge and pamper myself with little luxuries because I know Im worth it but I need reassurance / confidence that Im doing the best for myself.

26

2.3

24

Value (12%-> have to pour a lot / does not yield, bottle is small / runs out quickly).

Trust (42%-> innovation, trust in general).

Improve FE Shelves & Package appearance while reducing OOS.

In-store claims that clearly explain how Downy take care of all types of clothes.

Scent barrier among low users: keep on communi-cating LL Freshness such as in PMC.

Trust and Value / Price: through in-store claims and visuals communicating innovation.

28

Key Trial & Purchase Barriers How to address Key Trial & Purchase Barriers?

Tackle Trust / Value Trial barrier : Why should I pay more for a FE? via in wear

LLF Outstanding Performance.

Key Trial / Consumption Barrier:

Key Purchase Barier:

In-store awareness & Findability -FE Shelf is crowded and difficult to un-

derstand, given all the versions available.

Long Lasting Freshness has become extremely relevant for FE consumers. Having a strong LLF proposal with a powerful communication will boost Downy Trial.

Consumer will look for a product that talks to her as a women, but still can be used for her whole family without compromising results, she will look for Performance.

CONSIDERATION: Key Holistic Profile Insights to address barriers.

29

1

2

1

2

3

4

2.4

PURCHASE BARRIER (shopper)

TRIAL BARRIER

Trial barrier

Purchase barriers

How to address?

How to address?

Tackle Trust / Value Trial barrier: Why should I pay for a FE?

Overal, in-store awareness & findability: FE shelf is crowded and difficult to understand, given all the versions available.

De-Selection: In-store awareness & findability: FE Shelf is crowded and difficult to understand,

given all the versions available.

Stopping Power In store leveraging on the strong packaging (new highly aesthetic bottle in pearlescent colors and off

shelf disruptive displays).

Selection: Trust / Innovation: I dont trust Downy. Downy lacks innovation.

Closure Claim: Suaviza tu Ropa con Perfume Francs.

Selection: value perception Why should I pay more for an FE when others give me the same benefit at lower price?.

Closure Claim: Suaviza tu Ropa con Perfume Francs.

Via LLF outstading Performance.

How to address Key Trial & Purchase Barriers?

30

WHAT3Equity Pyramid3.1

35

Franchise equity destination

Prime prospects

Strategic target

Women who seek FC benefits and expe-riences beyond clearing that fulfill their

need and desire to make everyday life more enjoyable

Irresistible fabric experiences thatcreate moments of pleasure

Captivating multi-sensorial experiences (LLF+Scent / Prefer+Fabric Feel and

Touch)

Liberatingprocess solutions

Creates an enticing and inspiring shop-

ping experience

Fulfills my desire to take the best care of myself and my

family

Provides high quality performance that justifies the price

REGIONAL STRATEGIC BUILDING BLOCKSPrevents Malodor

(Japan POD)Prevents static

(NA POP)

Responsible mom / Nature family

Appearance and image mother

Efficient process without trading results

Sensorial focus

Overall Equity

Global: Alluring, Inviting for an apetite for lifeLA: She is an inspiring friend that enables you to enjoy life

Brand Character

PODs

PODs

Lenor

Makes fabrics look beautiful (NA Japan)

Experimental POD

She is an inspiring friend that enables

you to enjoy life.

She is close. Near.

Talks with her everyday.

She speaks in a ordinary way.She is a friend, not a mother, not a sister.

She is a little bit forward in teams of modernity.

She advices her very positively, in order to allow her to celebrate everything she

does, everything she lives.

Brand Character

Nueva Coleccin Exclusiva Downy DeLuxe. Lujo en tu ropa que dura mucho ms tiempo.

Consiente tus sentidos con refinadas fra-gancias desarrolladas por perfumistas franceses que atrapan tus sentidos y en-vuelven tu ropa perfumndola durante todo el da.

Downy Libre Enjuague DeLuxe tiene microperlas de fragancia que renuevan su delicado perfume en tu ropa durante mucho ms tiempo, llenando de lujo toda tu ropa.

Concept driver: in wear long lasting freshness

Obsession Concept

Mag

nifiq

ue

Glam

our

Sensu

alit

Prueba sus tres versiones - Disponible en 800 ml a $16,90.

37

3.2 3.3

1) WPI parity vs. SMM among Rep Base (after use).2) No negatives on LLF vs. SMM among rep and Downy users (after use).3) Incremental volume.

Met the success criteria although DDL shows an opportunity area among Suavitel users.

872 MSUs Total.762 MSUs Incremental.

LAUNCH Downy DeLuxe.

39

i. Results & Drivers

Success Criteria

WPI

LL Freshness DQLL Freshness Unfavs

Volume Y1

Recommendation

Downy DeLuxeSuavitel MM

38

-7 %

-8

-50

-10

-3

-5

%

%

-40%

%

%

2 %

-2 %

-2 %

-3 %

-1 %

-4 %

%

DDL is mainly able to source volume (in concept and usage stage) from Suavitel, especially from SMM. On product stage, the product has almost half (40%) of its SOP.

1) Continue communicating LLF while wearing via the PMC RTB.2) Strengthen softness on the communication (attribute that is a driver and shows opportunity vs. SMM).

41

Where are we sourcing volume from?

Concept stage

Product Stage

Which are the concept drivers?

Key take-away

Recommendation:

References:

40

Downy DeLuxe

Total Downy

Total Suavitel

Total Ensueo

Suavitel MM

Suavitel SE Aqua

Suavitel SE AS

Suavitel SE FP

Suavitel Reg AS

Suavitel Reg FP

Downy DeLuxe

Total Downy

Total Suavitel

Total Ensueo

Suavitel MM

Suavitel SE Aqua

Suavitel SE AS

Suavitel SE FP

Suavitel Reg AS

Suavitel Reg FP

-10%

-50% -30% -20% -10% -0% 10% 20% 30% 40% 50% 60%

-5% 0% 5% 10% 15% 20% 25% 30%

28

38

3

50

%

%

%

%

0

-1

-1

%

%

%

Attributes with high influence in PI and low association with the brand = SHOULD BE STRENGTHENED IN THE COMMUNICATION.

Attributes with high influence in PI and high association with the brand = DRIVERS SHOULD BE kEPT IN THE COMMUNICATION.

Attributes with low influence in PI and high association with the brand = NO NEED TO BE OVEREXPLOITED IN THE COMMUNICATION.

Attributes with low influence in PI and low association with the brand = NO NEED TO BE INCLUDED IN THE COMMUNICATION.

Influence analysis - Downy (Rep Base)

Ass

ocia

tion

Influence

4

3

2

1

0

-1

-2

-3

-4

Mildness on Hands

LLF while wearing

Fabric careColor care

MileageSoftness left on clothes

Freshness left on clothes

Overall Product odor

0.00 0.02 0.04 0.06 0.08 0.10 0.12 0.14

1. Siente el encanto del perfume francs en tu ropa durante todo el da con Downy Libre Enjuague DeLuxe. 2. Con el Nuevo Downy Libre Enjuague DeLuxe no te preguntarn qu suavizante usas sino qu perfume llevas.

Winning Qualified Claims (CLOSURE CLAIMS):SUAVIZA TU ROPA CON PERFUME FRANCS

PERFUME FRANCS EN TU ROPA DURANTE TODO EL DA.AHORA TU SUAVIZANTE SER TU PERFUME FAVORITO.

35

KV Scored STRONG by Expert Panel (for Launch and Leverage).

Two Communication Idea Routes approved:

Considering C&SPIT information (VR, PP and Relative Price) of Downy DeLuxe, we see that the proposition is not seen as too expensive (like Suavitel proposition). Consumers claim that Downy DeLuxe is a product that fits excellent to their budget and that because of that they could buy in routinely (higher purchase frequency). Consumers see this proposition as expen-sive as other products (SMM is seen as more expensive). On top of that, considering PSA (August 08) and seeing that if we have a price point for a premium LE of around $16,9 we could have a price elasticity of around -1.4.

Therefore, the recommendation is to maintain price tested (95% index per bottle vs. SMM) in order to maintain good value equation (which is important in current economic scenario) and with good incremental volume.

Price Elasticity How high can we go? OBSESSION - KV & Communication Idea 3.4

4342

KV Qualified STRONG by Expert Panel KV Qualified STRONG by Expert Panel

OBSESSION - KV Launch OBSESSION - KV Leverage

Bond Bottle proposal wins vs. Suavitel Magical Moments and Suavitel Fresca Primavera (90% significance).

Bond Bottle proposal is directionally better than our current Eco Bottle with Shrink Sleeve and Magnet Bottle proposal.

Bond Bottle proposal is parity vs. Radiance Bottle proposal (90% significance).

4746

Artwork Style & Pack Shots Package Results Summary 3.6

Influence Analysis - Downy (Rep Base)

BaseMean

St. Dev90% Sig.

ObsessionMagnetBottle

a

2858.052.45f

b

SuavitelMomentosMgicos

2367.742.36f

c

ObsessionBondBottle

3128.12.3bf

f

SuavitelFresca

Primavera

3126.42.34-

d

ObsessionRadiance

Bottle

2168.322.39bf

e

Downy DSRFloral Eco

Bottle

3128.021.89f

FRONT PANEL

Jolie

Glam

our

FRONT PANEL

BACK PANEL

FRONT PANEL

BACK PANEL

Mag

nifiq

ue

FRONT PANELBACK PANEL

Sensu

alit

3.5

Ranking of the 3 versions is as followes:

Preliminary perfume candidates have been identified and are being techni-cally qualified and fine tuned.

The technical performance of candi-dates do not deliver the desired LLF performance. Significant winner vs. Suavitel Magic Moments blue version, in neat and dfo pre rub 1 day and 7 days. Parity at post rub stages.

2 week DFO pre & post rub show significant benefits over Suavitel SR.

2 week DFO pre & post rub show parity or slightly down technical odor perfor-mance vs. Suavitel MM.

Perfume Development Status.

Perfume Scent Results3.7 Key take-away

48

Mag

nifiq

ue

Glam

our

Sensu

alit

Down

y DeL

uxe

Down

y DeL

uxe

Down

y DeL

uxe

38

66

60

69

Concept Stage

After Use

Concept Stage

After Use

PI

OAR

34

67

60

69

30

69

60

69

49

SKU Line Up3.8

50

LAUNCH:1) 800 ml (Downfilling of 850) in Glamo ur, Magnifique and Sensualit versions.2) 2.8 L (Downfilling of 3 L) in Glamour version.3) 5 L in Glamour and Magnifique versions.

LAUNCH:1) 800 ml (Downfilling of 850) in Glamour, Magnifique and Sensualit versions.2) 2.8 L (Downfilling of 3 L) in Glamour version.

LAUNCH:1) 800 ml (Downfilling of 850) in Glamour, Magnifique and Sensu-alit versions.

All under PMC DSR Chassis.All sizes will be developed in cor-rugate cases, except for 5Ls for Clubs where Trays (Charolas need to be developed).

1.3 L will be launched later (MJ11 -TBC-, considering 18 months of development, since resources were alocated on RAMP this FY).

All under PMC DSR Chassis.All sizes will be developed in cor-rugate cases.


All under PMC DSR Chassis.All sizes will be developed in cor-rugate cases.


LEVERAGE:1) 800 ml (Downfilling of 850) in Jolie version.2) 5 L in Jolie version as In & out for Clubs.

LEVERAGE:1) 800 ml (Downfilling of 850) in Jolie version.

LEVERAGE:1) 800 ml (Downfilling of 850) in Jolie version.

Mex

ico:

Ven

ezue

la:

Col

ombi

a, P

eru

and

CA

CM

How?44.1 Communication Plan Choices

55

Receptivity Mindset: Willing to improve my life and be distinctivePremiumization of my everyday routine

When she looks for ways to improve her life or wants to feel different in her every

day routine.

When she assesses her every-day routine (how did everything went).

When she is making up her mind about new products at FMOT.

When she is shopping for related catego-ries (clothes, perfumes).

When she needs a proof to make a finaldecision.

When she is indulging herself.

When she faces a new life stage (marriage, motherhood, etc.).

When preparing for big events.

When connecting to be updated on the latest trends.

When shes planning for improvements or changes in her life.

Premiumization of my everyday routine Premiumization of my everyday routine

Comm. Message Strategy: Nueva coleccin Exclusiva Downy DeLuxe. Lujo en tu ropa que dura das y das Consiente tus sentidos con refinadas fragancias, desarrolladas por perfumistas franceses, que atrapan tus sentidos y envuelven tu ropa, perfumndola durante das y das. Downy Libre Enjuague DeLuxe tiene microperlas de fragancia que mantienen su delicado perfume en tu ropa durante mucho ms tiempo, llenando de lujo toda tu ropa.

Drive Downys superiority and expertise within life improvement contexts where she is looking to make changes to upgrade her life and stand out*.

* When she is looking for Inspiration / Experiences / Advice.

When & Where Engaging Context:

Fueling her need for change and recognition

i. Receptivity Mindset

Act Like Beauty to Inspire for Upgrading.Premiumization of my everyday routine.

Guide and Support her on her quest for improvement.

Eager to learn and Open to advice.

Appeal to her senses with New Experiences.Pleasing my senses through little luxuries.

- Act like Beauty to: a) drive Believability of Downys DeLuxe Superiority, b) Re-frame Value by letting her know that this is not just a regular softener.

- Let her know about what she can im-prove in her life.

- Show her that improvements are easy to adapt into her multi-tasking and com-plex routine.

- Provide her with Expert Advice so she can have access to the right tools to make wiser decisions and stand out (but still fitting in her environment).

- Prove her how trusted media / sources sees benefits in Downy.

- Guarantee she has the chance to try and experiment the product.

- Invite her to pamper and indulge her-self through new sensorial experiences.

- Remind her about the single pleasures, validating her me-time / indulgent mo-ments.

ii. Key Implications Storeback Mindset Path to Purchase

56 57

In Store Findability

Trust

Value / Superiority

FE Shelf is crowded and difficult to under-

stand, given all the versions available.

Appeal to her senses

Guide and Support

Act Like Beauty

Why should I pay more for a FE?

Receptivity Themes Strategic Role Communication Implications

1

2

3

Purchase

Trust

Trust

FMOT

Education

Awareness

Purc

hase

& T

rial

Bar

rier

sC

omm

unic

atio

n R

oles

BENEFIT: In wear long lasting freshness.

PRIME PROSPECT: Sensorial Focus: Women and FE users seeking scent and sensorial experiences.

RECOGNIZABLE EXECUTIONAL ASSETS:

key barriers on path to purchase.

Role of Contact

Role of Contact

Role of Contact

Role of Contact

Reinforce beauty creden-tialing and superiority leveraging on French fra-grance opinion leaders.

Use social networks and info-seeking sites to rein-force DLL positioning.

Use social networks and info-seeking sites to rein-force DLL positioning.

- There are many FE launches I dont know.- My current brand gives me all I need, why should I change?

PURCHASE

CONTACT

CONTACT

CONTACT

CONTACT

Communicate newness and superiority via highly aesthetic bottle. Disruptivity at the store to break the clutter. Drive stopping, holding and closing power.

Drive consideration and purchase (stop, hold, close) along shopping trip off-shelf cross category and off-shelf. Drive clo-sure behind clear benefit comunication (FMOT elements and claim).

Influence SMM shoppers trial of DDL via scent sampling.

Bringing to life sensorial experiences at the store.

- There are many Fabric Care liquid products I dont understand what all of them are for.- I dont understand what is the right FE version for me with so many options available at the shelf.

PACKAGING

IN STORE COMMUNICATION

STOCK BOYS / DEMO-GIRL

IN STORE ACTIVITIES

TV COPY

DIGITAL

PRINT AD

Create emotional connection via relevant programs to help her upgrade her style / indulge. Herself to influence trial.

Boost DDL trial via product sample / sensorial product ex-periences in ther touch points outside the store.

There are other brands con-stantly bringing innovation with better versions / scents but Downy.- Why should I pay more for an FE when my current brand gives me the same benefit?

SAMPLING

BE

TRIAL

Drive DLL awareness and rel-evance when she is on the go.

Give her access to relevant product information lever-aging on opinion leaders / endorsers.

Inform her about product su-periority and benefits in beauty. Reinforce credential and french fragrance RTB.

Generate credentialing and WOM through beauty / fine fragrances and trend opinion leaders (experts, early adopters).

- I dont believe a FE can truly give me long lasting freshness. It is just publicity.- I dont believe a FE can re-place my fragance. It would be too expensive.

PR

BE

MAGAZINES

OHH

EDUCATION AWARENESS

1) Downy DeLuxe bottle.2) French icons: Eiffel Tower.3) Fine fragrances store look & feel.

COMMUNICATION IDEA: El encanto del perfume francs en tu ropa todo el da.

47

iii. Storeback: Path-to-Purchase - Downy ObsessionC

ON

TAC

T C

HO

ICES

58

49

RECOMMENDATION

Storeback Recommendation

COMMUNICATION IDEA: Two winning routes of Holistic Ideas able to be maximized across meat relevant contacts:1) Con el nuevo DLE DeLuxe, ya no te preguntarn qu suavizante llevas.

2) Siente el encanto del perfume francs en tu ropa durante el da con el nuevo DSR DeLuxe.

Both of them are equally strong since are focused on our cars equally drivers and address identified trial / purchases barriers. although that one is more appealing based on: a) qualitative understanding and b) stronger executional potencial.A third identified route N Downy DeLuxe, fragancias francesas que te visten de lujo por ms tiempo although was very strong, had the risk of brooming far consumers.

RECOGNIzABLE EXECUTIONAL1)Downy DeLuxe bottle as hero.

2)Eiffel Tower.

3)Downy DeLuxe Bottle with atomizer.

4)Perfume store look&feel (perfume boxes, mini-Downy bottles as perfume samples, etc.).

Communication Plan Choices

Glam

our

Sensu

alit

Jolie

Mag

nifiq

ue

Down

y DeL

uxe

Down

y DeL

uxe

Down

y DeL

uxe

Down

y DeL

uxe Branded

Content Site

Branded Properties for Print / TV

Advertorials

Sampling

Experiential Marketing (FMOT &

Strategic Alliances)

TV Copy

Print Ad

ER Event + Influencer Marketing (Advertorials + Blogs)

i-Media

FMOT

61

ACT LIKE BEAUTY to Inspire for Upgrading.

GUIDE & SUPPORT her on her quest for improvement.

APPEAL TO HER SENSES with New Experiences.

How the Consumer will experience Obsession?

4.2

1

1

2

2

TV Copy(OTV + PTV)

- Build critical mass Awareness of Obsession premium proposition and enhance Downy Innovation / Superiority perception.

- Build critical mass reach via Broadcasting in beauty / self-improvement themed program-ming (OTV & PTV) that enables for improve-ment and inspiration. E.g. Home decoration, fashion, Health & Fitness.

Secure Reach by combining Beauty + Mass Selection.

- Exhibit Downy DeLuxe Advertising in high-quality fashion and beauty magazines to deliver the promise trusted beauty environment and to increase message relevancy.- Consider reach-based weekend lifestyle sup-plements (Home / Self Improvement environ-ments) in her chosen newspapers.

- Generate Newness & Relevancy of Downys DeLuxe benefit through contextual placement to drive disruptive stopping power.

- Create expectation via disruptive usage of Ban-ners / Pop-ups to raise the issue of the impor-tance of fragrances in her everyday life and tease them to sense it and experiment it through little luxuries.

- Act like Beauty to reinforce Downys Beauty Credentialing and drive Superiority vs. Competition.

- Establish Downy benefit on premium context when she is browsing for inspiration to increase message relevance.

- Reinforce brand positioning on info-seeking environments to enhance Downys new premium offering.- Drive Awareness and Traffic to the Downy Website.

Print Ad(1 Full Page +

2 Page Spread)

I-Media(Banners)

52

Priority Contact Strategic Role How to Execute

3

1

ER Event + Influ-encer Marketing(Print Advertorials, ER, Blogs).

FMOT (Inspiration Advertising).

Create trustworthy WOM by influencing opinion leaders (Ex-perts, Early adopters) in order to: a) enhance the relevance of the new long-lasting formula with refined scents developed by French per-fumers, b) create Beauty Creden-tials for Downy DeLuxe.

Drive consideration and trial when she is seeking for novelty & afford-able luxury (to do an upgrade).

- ER Maximization: Develop Fashion Show inside the Shopping Mall (strategic Alliance), inviting Fashion Gurus, Magazines Editors and Opinion leaders. Give them Gift Packages so they can experience the new fragrances and comment about them in their Columns / Blogs.

- Advertorials: Bring up the relevance of Fine Fragrances in Clothes, endorsed by French Per-fumists. Co-work with Top Beauty editorials so they can write about up-coming fashion /per-fume trends / fragrances elaboration. Link it with the Advertising to enhance message relevancy.

- Enhance the relevancy of the new long-lasting formula with refined scents by co-displaying the product with self-pampering categories such as make-up cosmetics and perfumes, personal care, hair care and clothes. Feature claims and well distinguished display / shelving that give her the feel of luxury.

- Create the Island of luxury cooperating in house with Beauty P&G products.

53

Priority Contact Strategic Role How to Execute

Act like beauty to inspire for upgrading

6362

i. Strategic Roles and Key Contacts

1 - nivel de prioridad alto 2 - nivel de prioridad medio 3 - nivel de prioridad bajo

Website - Branded ContentSite

Branded Property for Print

Branded Property for TV(+ Advertorials)

- Give her the tools and access to all relevant information to help her upgrade her style and indulge her-self via trusted sources and opinion leaders.

- Inspire her through Branded entertainment segments, foster-ing her self-improvement mindset (me time moments contexts) by granting her access to the latest Styling and Home improvement trends.

- Provide her with all the right tools to make wiser decisions through real life examples .

- Invite consumers to find more contents at the brand site.

- Provide all the basic information she needs to know about the product by appealing to her senses (through images, movement and sound).

- Give her tools to take the most out of the me-time that she uses to browse through the site: provide styling tips (see next slide) or Downy DeLuxe Moments suggestions to pamper herself.

- Invite her to vote for the most interesting tips and share her experience with others / recom-mend new Downy DeLuxe Moments for indulg-ing herself.

- TV / Print Branded Property: create a branded property to provide tips for our consumers to enhance their look, leveraging on our 3rd Voice expert.

- Advertorials: Partner with Top Beauty Maga-zines to write about up-coming fashion and home improvement trends (specially relating with all kind of fabrics at home like towels, household and bed linen) to reassure Downy as the best partner to achieve her desired image (for herself and her home).

Sampling(in Magazines& upon request online)

Experiential Marketing FMOT

+

Strategic Alliances w Shopping Malls)

- Draw her into the Downy fran-chise by provoking her interest and convincing her of Downy DeLuxe superior experience when she is exploring for new products.

- Increase Consumers Engagement via exclusive sensorial activities, Beauty Consultants and premium display at FMOT.

- Invite her to have her own sen-sorial experiences with the new Downy DeLuxe and create excite-ment around new Downy DeLuxe fragrances.

- Grant her multiple ways to ac-cess samples via Magazines, Mail delivered, FMOT.

- Stop her with a bold premium claim that em-phasizes the Downy DeLuxe scent benefits as a self-pampering moment (e.g. Look for creative ways to visualize the new refined fragrances). Consider using scented samples or including scratch and sniff samples in the retail leaflets /catalog.

- Hold her with advices and tips to enhance her own time through DeLuxe moments with sim-ple recipes for indulging herself depending on how much time she has. Consider insightful POS materials she may take home to follow Downys advices. Consultants may contribute to help her know the new Downy DeLuxe fragrances.

- Develop special activities / promotions with the store like: perfumists seminars, co-branded products gifts (a scarf + 1 Downy DeLuxe), fashion consultants service with emphasis on fragrances choice.

- Use Scented Dress-Shaped samples to rein-force product new fragrances benefit as well as its association with clothes.

- Eventually develop scented samples that could be hanged in the wardrobe.

- Accompany all samples with leaflet including basic communication on brand benefits.

Guide & support her on her quest for improvement

65

Appeal to her senses with new experiences

Priority Contact Strategic Role How to Execute Priority Contact Strategic Role How to Execute

2

1

2

1

1

2

64

1 - nivel de prioridad alto 2 - nivel de prioridad medio 3 - nivel de prioridad bajo

Note: Chart is only intended to illustrate how each strategic pillar should work.

67

ii. Communication Strategic Framework iii. Level of Priority

66

TV Copy

Mag. Advertising (Spread)

Mag. Advertising (1 Page)

Pre-seeding w/Editorials

ER Event + Influencer Marketing (Fashion show at Shopping Mall)

Mag. Advertorials

FMOT (Inspiration Advertising)

I-Media

TV Copy

Mag. Advertising (Spread)

Mag. Advertising (1 Page)

Pre-seeding w/Editorials

ER Event + Influencer Marketing (Fashion show at Shopping Mall)

Mag. Advertorials

FMOT (Inspiration Advertising)

I-Media

Branded Content Site

Branded Property for TV


Mag. Advertorials

Branded Content Site

Branded Property for TV


Mag. Advertorials

Sampling (Mag. & upon request on-line)

Experiential Marketing (FMOT)

Experiential Marketing (Strategic Alliances w/ Shopping Malls)

Sampling (Mag. & upon request on-line)

Experiential Marketing (FMOT)

Experiential Marketing (Strategic Alliances w/ Shopping Malls)

ACT LIKE BEATY to Inspire for Upgrading ACT LIKE BEATY to Inspire for Upgrading

Month Strategic Role / contact

Leverage

Priority

GUIDE & SUPPORT her on her quest for improvement GUIDE & SUPPORT her on her quest for improvement

APPEAL TO HER SENSES with New Experiences APPEAL TO HER SENSES with New Experiences

-1 1 2 3 4 5 6

12

22

2

133312

12

12

Level of Priority - Color Code

1

2

3

Drive Sufficiency on each Role

Extend support on each Communication Role

Test & Learn

Launch

Success Criteria Setting:

- Stretch Benchmark: BE Performance.- Base Benchmark: MM Performance.

Awareness (TOM BA, TOM AA)Long Lasting Freshness & Scent / Aroma (Feels like Perfume in my Clothes).Innovation (Technologically Advanced) related Equities / Single Rinse Equities (Brand Health).

DeLuxe Versioning Advertising AwarenessCorrect Adv. Recall (In-Market Verbatims).

Value Perception (Offers me the Best rela-tionship between Price and Quality).Purchase Intent: 1st Place Purchase Intent / Its a Pleasure to buy this Softener.Trial among Suavitel MM users & Soften-ers Non-Users (increase of Occasional Users).

- Inspire for Upgrade

- Coach & Support

- Provide New Sensorial Experiences

iv. Success Criteria How are we going to measure each Pillar?

KV (launch)

KV (laverage)

There are 2 FMOT design releases re-quired by the Design Agency:

1) FMOT Visual Guideline.Set of 6 most representative FMOT pieces to be used as reference for the Brand Operation teams:Isle pallet.End of isle.Display.On-shelf refurbishment: header, trays and stoppers.

2) FMOT styleguide (Regional FMOT Materials Menu).All required FMOT elements that bring to life the Cl and address shopper pur-chase barriers, including mechanical drawings and high resolution artworks. Attached the preliminary FMOT vehicles menu per country. Final menu to be de-livered by Agency via ftp and hard copy.

FMOT DESIGN DELIVERABLES

i. KV & FMOTVisual Assets 4.3

69

62

KV & IN-STORE CLAIMS (testing):

Winner claim as per claim screener result: Ahora tu suavizante ser tu perfume favori-to scored higher on PI and communicates luxury, French fragance and softness.

70

ii. In-Store Claim

Obsession 360 Execution5i. FMOT Menu: Shelf Strategy and Market

DownyPrince Range

PLEs PLEsRegular Regular

Prince Range

Suavitel Others

- -+ +

Assortment

MA

KE

IT S

IMPL

EG

UID

E / D

ELIG

HT

ME

1- Line up suggested by Country MOT.2- Listed skus must represent real added value for the category.* CATMAN analysis based: Vol. Value, Profitability.

1- In / Out and promotional skus in displays.2- Concentrated trays with mileage communication / Super Premium trays with power claim communication.

With the traffic flow: 1) Laundry Powder 2) Laundry Liquids 3) Fabric Softener 4) Additives (special care) 5) Bars (hand wash).

Shared of Shelf Skus > Volume Share.

1- Strong Brand blocks - Liquids vertically.2- Arrangement following price strategy Premium / Mid Tier / Low Tiers.

1- Vetical Brand block from small sizes to big sizes below.

Navigational Signage to identify segments.

By initiative.

Shelf Space

Shelf Arrangement by Category

Shelf Arrangement by Brand

Selection (Navigation, Trays, Demo Ladies / Beauty Consultant, Education)

Special Promotions / New Items

Adjacencies

Brand Claims

Visual Guide

75

.

No changes in the lay out strategy:Brand blocks organized by tier within brand organize versions by price.This info needs to be customized by Country and by Customer.

100% incremental shelf for Obsession (+6%)Solve current issue in the shelf space for Downy

7776

Share of Shelf

Sources: NRI and A C Nielsen S.S. de C.V. from 07 Jul to 02 Aug 2009.

P6M261845

P6M8610698

P6M87100109

P3M271745

P3M8810397

P3M9096108

LM271745

LM8895100

LM9287111

CM271844

CM8910198

CM9392109

P&GAlen

CP

Share of Shelf Shelf vs. Volume

INFORMATION TO BE CUSTOMIZED BY EACH MDO

KV & IN-STORE CLAIMS (testing):vi. Purchase: Appeal to her Senses, with new Experiences.

vii. Education / Trial: Guide & Support her, on her quest for improvement.

viii. Awareness: Act Like Beauty, to inspire for Upgrading Appeal to her Senses, with new Experiences.

ii. Holistic Communication Plan Menu

HOLISTIC PLAN DELIVERABLES {G2}Agency to deliver creative guidelines and pre-executional elements of the 360 mar-keting plan to be executed across all markets, covering the following touch points:

1) IN STORE ACTIVITIES: Objetive is to bring to life memorable DSR DeLuxe experience for the shoppers at the stores, including demostrations, sampling, and customer maximizations among others.

2) TRIAL EDUCATION: Objetive is to overcome tiral barrier by influencing con-sumers to try DSR DeLuxe via products samples or other trial devices (i. escent sampling) while providing education on product benefit and usage.

3) AWARENESS: Objetive is to achieve fast awareness of DSR DeLuxe launch, lever-aging on the media vehicles with most affinity with the target (TV copy / Branded Entertainment, magazines, digital, PR).

7978

i. Style Guide

Styleguide ObjetiveOverall EquityBrand CharacterStrategic TargetOverall Initiative ConceptDesign ObjetiveOverall Key Graphic Elements -Logofont - Line Up - Initiative Key Visual -Key Visual Tipography - RTB - Color PaletteSkus Key Graphics ElementsFeature Promotional AplicationIn Store Communication

1.2.3.4.5.6.7.

8.9.

10.

Obsession Launch5.1

The purpose of this style guide is to achieve consistency in the application of Downy DeLuxe visual cues.Successful initiative execution requires MDO & suppliers Style Guidelines follow-up.

81

1. Style Guide Objetive 2. Overall Equity - 3. Brand Character

OVERALL EQUITY

BRAND CHARACTER

Irresistible fabric experiences that create moments of pleasure.

She is an inspiring friend that enables you to enjoy life.

She is close. Near.

Talks with her every day.

She speaks in an ordinary way.

She is a friend, not a mother, not a sister. She is a little bit forward in terms of modernity.

She advices her very positively, in order to allow her to celebrate everything she does, everything she lives.

80

82

4. Strategic target PRIME PROSPECT: Sensorial Focus. Women and FE users.

The Progressive WomanFS users that wish life was more than just household chores.

They think that running the housebold, doing housekeeping, bear & raising children are not womens only role.

They want a little room for themselves and to take more control over their lives.

They look for small moments of enjoyment, which they tend to get even from the most frugal household activities.

They are traditional moms in many ways -still think children and household are important in their life and they are not going to trade this off-they are just looking for more balance and a bit of self pampering, they want to feel as women beyond housewives. In the FS experience more enjoyable, through sim-plified processes and enhanced in-wear long-lasting freshness scents that recognize her as a woman. Up-to-date on trends, open to new things. Two Sub-Groups:

Simple Joys / Happiness. High Sensoriality.

Scent and other sensorial cues as drivers of mood and attitude.

Sensorial enjoyment is price of entry, enjoy smell throughout process and in-wear. Scents reflect her. Energized and renewed. Relaxed and comfortable. Femininity.

Seeks new, enjoyable, relaxing experiences For Me.

Make laundry task more enjoyable. Process is a way to express self, enhance mood and indulge. A way to pamper and take care of herself.

84

5. Overall Initiative Concept

ShadowThese three elements have a shadow made with a different pantone for each version that corresponds to that versions background color, but with a darker tone.

Shadow per versioning

P&G 1145 GlamourP&G 3165 SensualiteP&G 208 Magnifique

5 rotation

ColorThe EBU is always applied in white.

StrokeThe three elements that are part of the EBU have a stroke that has the same color that the background they are applied on.

Insight: My scent talks about me, my unique personality as a woman. Benefit: Brings you a touch of luxury everyday. Fine fragrance notes. RTB: DLE DeLuxe has fragrance micro pearls that renew a delicate perfume on your clothes that lasts longer and gives all your clothes a touch of luxury.

Initiative requires the development and execution that drives the communication of: Emotional benefit of French fragrances behind Downy SPLE. Create awareness / excitement behind the Downy SPLE introduc-tion. Capitalized on the obsession bottle as a hero element.

Obsessions main concept: Fragrances developed by French Fra-grance Experts that give all your clothes a perfume that lasts all day long.

6. Design Objective

Logofont

Versioning aplication

Glamour Sensualit Magnifique

The EBUs composition is different because the word DeLuxe was included and the ribbon was removed. This new EBU cant be cut, separated or missing any of its elements.

7. Overall Key Elements

85

8786

Initiative key visual

This initiative involves two other versions:

Sensualit & Magnifique.

Glamour is the hero versioning.

The key Visuals objective is bringing to life the fine fragrances atmosphere to the FE category. Eiffel Tower should always be present within the execution because it is key to communicate the French fragrances RTB. Glamour bottle has been defined as the hero element of this campaign to capitalize on its unique design and make them relevant, as the fine fragrances category does.

Horizontal guideline

SS 800 ml 2.8 L. front 5 L. front

8988

Initiative key visual

Vertical guideline

Crop Area:

If a certain application requires the kV to be cut, it is mandatory to keep the pack, the woman and the Eiffel Tower entirely on the frame.

Claim:

The claim must be applied inside the violet box and under the logotype.If this is not possible, it is very important that it doesnt cover any part of the logo-type, the Eiffel Tower or the womans face or torso.

Claim Box:

Claim Box:Gradient Cyan 75% Magenta 100% Black.45% to CMYk 0%.50% transparency.

9190

Initiative key visual Key Visual Typography

IMPORTANT!The golden pearl always accompanies the RTB.

Optima Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Claim:

The claim must be applied inside the violet box and above the logotype.If this is not possible, it is very important that it doesnt cover any part of the logo-type, the Eiffel Tower or the womans face or torso.

Claim Box:

Gradient Cyan 75% Magenta 100% Black .45% to CMYk 0%.50% transparency.

RTB

Crop Area:

If a certain application requires the kV to be cut, it is mandatory to keep the pack, the woman and the Eiffel Tower entirely on the frame.

9392

Color Palette 8. Skus Key Graphic Elements

Color Palette

Character

They were created to emphasize on emo-tionality and create a sense of affinity. The characters also define the personality of each fragrance.They are not to be used as a key Visual.But the initiative allows you to use the image on POP materials (i.e.: make up bags, handbags, etc.). Try always to com-bine the character with the set of miscel-laneous that represents the version.

They were designed to generate an asso-ciation with both fragrance and femininity. Four types of miscellanies were devel-oped, one for each version. Although, the one that corresponds to the Glamour version is the mandatory one.

Pattern

Communication elements per versioning

9594

Communication elements per versioningCommunication elements per versioning

Character

They were created to emphasize on emo-tionality and create a sense of affinity. The characters also define the personality of each fragrance.They are not to be used as a key Visual.But the initiative allows you to use the im-age on POP materials (i.e.: make up bags, handbags, etc.). Try always to combine the character with the set of miscellaneous that represents the version.

Character

They were created to emphasize on emo-tionality and create a sense of affinity. The characters also define the personality of each fragrance.They are not to be used as a key Visual.But the initiative allows you to use the im-age on POP materials (i.e.: make up bags, handbags, etc.). Try always to combine the character with the set of miscellaneous that represents the version.

Pattern


Pattern


9796

9. Features Promotional Aplication

9998

10. In Store Communication - NET Noveau In Store Colors

Big off Shelf

Routed MDF for the Eiffel Tower. Exhibition Area: 15mm thick MDF boxes, finished with white polyurethane lacquer. Boxes Interior: 5mm MDF finished with violet polyurethane lacquer. Illuminated Module: 9mm thick MDF backlight box with routed miscellanea and white translucent PAI. If its applied without lights the miscellanea are in

plotted vinyl instead of routed. Translucent PET panel with frosted vinyl. Miscellanea and claim are produced in cut plotter.

For lower budget PDV: The boxes can be made with PAI or thermoformed PET if large amounts are produced due to the costs. They can also be made of cardboard but this will show a lower quality product.

In Store Communication - NET Noveau

Big off Shelf

Design option for small places.

POS

101100

Isle Pallet

Design option for small places.

POS

Routed MDF for the Eiffel Tower. Exhibition Area: 15mm thick MDF boxes, finished with white polyurethane lacquer. Boxes Interior: 5mm MDF finished with violet polyurethane lacquer. Miscellanea Modules: 9mm thick MDF box with plotted vinyl miscellanea. Miscellanea produced in cut plotter.


103102

105104

POS

On-Shelf Refurbishment

Routed MDF for the Eiffel Tower. Exhibition Area: 15mm thick MDF boxes, finished with white polyurethane lacquer. Boxes Interior: 5mm MDF finished with violet polyurethane lacquer. Miscellanea Modules: 9mm thick MDF box with plotted vinyl miscellanea. Miscellanea produced in cut plotter.


End of Isle

107106

POS


Design option for small places.STOPPER

109108


POS

End of Isle

BRIDGE

111110

POS

Display

POS

Routed MDF for the Eiffel Tower. Exhibition Area: 15mm thick MDF box-es, finished with white polyurethane lac-quer. Boxes Interior: 5mm MDF finished with violet polyurethane lacquer. Miscellanea Modules: 9mm thick MDF box with plot-ted vinyl miscellanea. Miscellanea produced in cut plotter.


Stopper premium

Made with PAI or die cut cardboard for the Eiffel Tower.

Stopper

PAI.

Header

Printed PAI. PAI or MDF Eiffel Tower.

Cenefa

PAI or cardboard.

STOPPER, CENEFA, HEADER


113112

POS

Stopper Testers on Shelf

POS

We can place this stopper in different categories. For example: clothes shelf. Its made of fabric and it has the scent of the Downy DeLuxe Collection. For the launch, we will prepare an spe-cial edition for each scent: Glamour, Magnifique and Sensualit.

A luxury version in order to make cross category with the perfumery area. This action shows the premium-ness of the new collection.

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POS - In Store Activity

Special Exhibition and Demo Lady Promotion

POS - In Store Activity

A demo lady will be meeting the consumer in dif-ferent areas of the store in order to introduce her the new Downy DeLuxe Collection. For example in beauty care categories.

Special promo instore: if you buy a Downy pack you can participate for a ticket to the Fashion Week of Paris for 2 people. Second line prizes: Spa sessions, vouch-ers in hair dressers, french classes, go-ing shopping with a personal shopper.

If you fill in the coupon you will be participating in the promo. As another option of mechanic you can upload the pack code in the web.

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POS - In Store Activity Shopping Mall - Awareness

Cashiers Alarma System Covered with graphicDressed by Downy the cashier says

goodbye to the shopper with a big smile and an special scent. She can also give her a gift because of the purchase.

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Shopping Mall - Education

Luxury Zone

Shopping Mall - Awareness

An special place design for relax and find the new collection. You can also give out sampling.

Escalator and banners decoration

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Elevator


Banner

Promo communication.

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Shoppings Main Door Parking


Parking cars barriers.

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Parking Parking


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On Pack - Trial

Gift Pack - Special Events

On Pack - Trial

Limited edition of a premium box made of velvet for special event.

PR Souvenir

Limited premium edition with all the collection, for PR.

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Sampling Aroma - Trial Sampling Aroma - Trial

Bag made of velvet

This is another option for sampling with micro pearls aromatized.

Bracelet

Sampling with aroma for the launch. Bracelet made of velvet with the scent of the collection.

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Pack Downy DeLuxe 2D

Option of sampling:Pack Downy DeLuxe 2D with a move-able top with the scent of the collection.

Flower with the scentOption of sampling made of velvet.

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Cross Selling - Trial Sampling - Trial

Sachets Dispenser

The consumer will find the dispenser of sachets in the store

Cross Selling

Demo lady and give out of sampling in the main door of zara. The brands are the partners of this new product.

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Awareness Cross Selling - Trial

Aromatized Flyer

Tag of fabric with the scents of the col-lection that can be find in the store of the brands associated.

Dress of the Demo Lady

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Education Magazines - Awareness

Spread printPerfumeryCross category with other categories related to the benefit of the product such ua perfumeries.

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Magazines - Trial Magazines - Awareness

Ad PrintAd with scent trial device lift and sniff

Fase 1

Fase 2

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Magazines - Awareness Magazines - Education

AdvertorialMagazines Bookmarks

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Outside Store - Awareness Awareness

OOHOOH

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Outside Store - Trial Outside Store - Trial

Fitting roomOOH with scent

The air fresheners will make them discover the magic smell of the collections scents.

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Outside Store - Trial Outside Store - Trial

Limited edition of hangersLaundry sampling

Give out sampling in the moment of doing the laundry.

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Outside Store - Awareness

Metro activation

Coach decoration with the Net Nouveau style, with air fresheners.

Air Freshener

Inspired in an every day situation Downy will be travelling with the con-sumers in their clothes. Moreover, Downy will wish them a happy journey in French.

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Outside Store - Awareness Outside Store - Awareness

Bus stopMetros door

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Downy DeLuxe caravanBacklight Bus stop

Downy DeLuxe caravan for different events, sampling and activation actions.

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Sampling launch eventLaunch event

Premium sampling for the guests.Launch event in the French Embassy. A very glamourous night with celebri-ties so that everybody can discover the new Downy DeLuxe Collection.

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Big Event - Create your own perfume

We re create a laboratory of perfume so as to spend a day trying different combinations of scents and Downy. If somebody discover a new combina-tion we can also think in adding it to the collection.

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Digital - Education Digital - Education

SiteSiteIntro and description of the new collec-tion, the benefits and the characteristics.

Home page with animation.

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Digital

SiteSite

Other complementary P&G products.The full collection.

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Digital

Site

Intro to the section: Tips for elegancy by Sarah Bustani.

Solutions for the house.

Site

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Digital Digital

Blog

Blog about fashion, trends, luxury, beauty, decoration.

Registration.

Site

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Digital Audiovisual

Capsule TV 60Mobile application

Intro and description of the new collection, its benefits, its characteristics, etc

Weather mobile application. You can receive the weather condition each morning and tips about what to wear according to it.

HoyTempranitoVenga la alegra

Andrea: Y ahora, con todos ustedesGalilea: Mmmmm djame adivinar, Sarah Bustani!Andrea: Exacto! Cmo supiste?Galilea: Yo nunca olvido un rico per-fume, qu aroma!Andrea: Ah, pues ahora que nos cuente qu perfume usa, debe ser francs, no?Galilea: Jajaja, ni te lo vas a creer! No es un perfume, es el nuevo Downy DeLuxe!Andrea: Downy el de la ropa?Galilea: El mismo, suavidad y delicadeza para tu ropa, con este perfume tan rico!Andrea: Qu lindo sentir en tu ropa el encanto del perfume francs, no?

Galilea: Siiiiiii, imagnate qu sensacin, envuelta por microperlas de perfume que se van liberando poco a poco du-rante todo el daAndrea: Y este Downy DeLuxe debe ser para la ropa ms delicada de la mujer, no?Galilea: Nono, es un perfume para toda la familia, los mejores perfumistas franceses elaboraron sus fragancias teniendo en cuenta a toda la familia. Ellos tambin tienen derecho a sentir este olor tan rico!Andrea: As que Downy DeLuxeGalilea: suaviza tu ropa con perfume francs. Tienes que probarlo!

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Audiovisual - Education

Capsule TV 60Branded Event

Elegance tips (Sarah Bustani).

Conductora:

Antes de dar paso a la publicidad, hoy me gustara presentarles una nueva seccin que vamos a tener en nuestro programa todos los jueves: Los secretos de la Elegan-cia. Y es que se avecina el fin de semana y todas queremos estar deslumbrantes para esos ratos de ocio que pasaremos con nuestros esposos, novios, familia y amigos, no es as??

Quin mejor que Sarah Bustani, una in-creble diseadora, mujer emprendedora y amiga, para comprender y satisfacer las necesidades de todas las mujeres?

Ella est aqu hoy para compartir con

nosotras sus secretos de elegancia, segn nuestro propio estilo. Para ello, Sarah ha diferenciado tres estilos bsicos, sensual, romntica y elegante, que representan a tres estilos de mujer con los que todas nos sentiremos identificadas. O tal vez sea una sola mujer, con un estilo diferente para cada ocasin? La eleccin est en cada una de nosotras!

Adelante, Sarah.

Sarah: Buenos das a todas, queridas es-pectadoras y mujeres de hoy en da. Es un placer para m estar hoy aqu con ustedes, compartiendo algunos infalibles Secretos de Elegancia.

Hoy vamos a hablar sobre una parte esen-cial de nuestra imagen, el maquillaje.

Eres una mujer romntica? Tu maquillaje debe ser natural, opta por tonos do-rados y cafs suaves para los ojos, y brillos naturales para la boca.Prefieres un estilo ms sensual? Prueba un rojo vivo para tus labios. Puedes disfru-tar de este toque extico para cualquier ocasin, a no ser que lleves un vestido rojo, en cuyo caso te irn mucho mejor

los colores naturales.Si, por el contrario, deseas un estilo ms elegante, debes ser austera con el maquillaje. Utiliza colores sobrios y aplica la cantidad justa para corregir imperfeccio-nes y destacar tus mejores rasgos sin que apenas se note que ests maquillada.

Auspicio pasarela.

Conductora: Y, ahora, damos paso a una seccin que nos encanta a todas Hoy en nuestra Pasarela de Maana tenemos a XXXXXX, presentando una her-mosa coleccin de ropa para el tra-bajo de la mujer de hoy en da. Una coleccin que ana la formalidad de las lneas de oficina con la frescura y femineidad de su diseadora y es que, quin dijo que elegancia, comodidad y modernidad no pueden convivir en la misma prenda?

Nosotras creemos que s se puede, y lo mismo opina el auspiciante de esta seccin, el nuevo Downy DeLuxe libre de enjuague, que suaviza tu ropa con perfume francs.Te imaginas poder disfrutar todo el da de una deliciosa fragancia fran-cesa, que te acompae en cada uno de tus movimientos, que te envuelva y seduzca tus sentidos?? As es el nuevo Downy DeLuxe, con ricas fragancias elaboradas por expertos perfumistas franceses, para que t y tu familia sientan todos el da el encanto del mejor perfume en vuestra ropa. Prubalo, te va a encantar!Y, ahora s, damos paso al desfile de

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Audiovisual

Radio Spots

French music moment.

Radio 1

Y ahora, antes de entrar de lleno a charlar sobre las colecciones de alta costura que se presentaron estos das en la Semana de la Moda de Pars, vamos a escuchar una hermosa cancin de la voz que repre-sent como nadie la elegancia, el carcter y el buen gusto de la mujer parisina.De la mano de Downy DeLuxe, esta noche, dith Piaf. Downy DeLuxe. Suaviza tu ropa con per-fume francs.

Radio 2

Despus de la pausa, seguimos con el pro-grama de hoy, que trae un montn de novedades para nuestras oyentes femeni-nas, para todas esas mujeres de hoy en da que compaginan trabajo, casa, hijos, esposo y an as encuentran un ratito par s mismas! Aqu vienen esos consejitos auspiciados por Downy DeLuxe, la nueva coleccin de Downy que suaviza tu ropa con perfume francs provisto por uno de los perfumistas de Armani.Prueba el nuevo Downy DeLuxe, siente el encanto del perfume francs en tu ropa todo el da y disfruta de estas estos con-sejitos que tenemos para ti. Hoy, Fragancias para el da.

Obsession Endorser

Andean

Catherine Fullop.

Mexico

Sarah Bustani.

Testers on ShelfA luxury version in order to make cross category with the perfumery area. This action shows the premiumness of the new collection.


Alarma System Covered with graphic

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Obsession Leverage5.2i. Style Guide - POS

Shopping Mall - Education

Luxury Zone


An special place design for relax and find the new collection. You can also give out sampling.

Escalator and banners decoration

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Elevator


BannerPromo communication.

Prueba la nueva fragancia de Downy DeLuxe, Jolie, ahora tu suavizante ser tu perfume francs favorito!

Los sabores ms glamourosos vienen de Pars. Ingresa el cdigo de compra del nuevo Downy DeLux Jolie en www.downydeluxe.com y participa en el sorteo de una exquisita cena para dos en La Rosadita.

Bon apetit!

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Shoppings Main Door Parking


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Bag made of velvetThis is another option for sampling with micro pearls aromatized.

BraceletSampling with aroma for the launch. Bracelet made of velvet with the scent of the collection.

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Pack Downy DeLuxe 2DOption of sampling:Pack Downy DeLuxe 2D with a move-able top with the scent of the collection.

Flower with the scentOption of sampling made of velvet.

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Las flores siempre han inspirado a los grandes perfumistas. Frescas, intensas,

nicas descubre en esta flor algunas notas del nuevo suavizante Downy Deluxe, Jolie, y

djate seducir por un perfume elaborado con helecho, musgo, perlas rosas, t negro, mbar

y ctricos que te acompaar todo el da.

Ahora tu suavizante sertu perfume favorito

Profite

de

l'arme

de

la

fleur!

Awareness Cross Selling - Trial

Aromatized FlyerTag of fabric with the scents of the col-lection that can be find in the store of the brands associated.

Dress of the Demo Lady

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Magazines - Awareness

Spread print

Magazines - Trial

Ad with scent trial device lift and sniff

Fase 1

Fase 2

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Ad Print


Magazines Bookmarks

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Magazines - Education

Advertorial

Awareness

OOH

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Metro activation

Coach decoration with the Net Nouveau style, with air fresheners.

Inspired in an every day situation Downy will be travelling with the con-sumers in their clothes. Moreover, Downy will wish them a happy journey in french.


Metros door

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Bus stop


Backlight Bus stop

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Downy DeLuxe caravanDowny DeLuxe caravan for different events, sampling and activation actions.


Launch eventUna noche en Pars

Daremos a conocer esta nueva fragan-cia de la coleccin Downy DeLuxe en un lindo restaurante francs, con bue-na decoracin, buena cocina, que nos transporte hasta Pars, y ambientacin y msica del pas.

Habr cocktail, presentacin del nuevo perfume, reparto de muestras y ex-posicin de fotos sobre la capital fran-cesa. Adems, contaremos con la pres-encia de algunos celebrities que le den notoriedad al evento y al producto.

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Sampling launch eventPremium sampling for the guests.


Big EventUn paseo por el origen de las mejores fragancias .

Helecho, musgo, perlas rosas, t negro, mbar, ctricos la nueva fragancia de Downy DeLuxe, Jolie, est compuesta por notas variadas de diversas plantas y flores, combinadas en una frmula de aroma nico.

A partir de ahora, el suavizante va a ser el perfume favorito de nuestras con-sumidoras.

Para el lanzamiento, proponemos un paseo por un jardn que rena todas estas plantas. Ser un espacio estilo Jardines de Versalles o de Tulleras, de Pars, con una ambientacin parisina que nos traslade al pas de origen de nuestras fragancias.

Invitaremos a los asistentes a realizar un recorrido por cada una de las mate-rias primas del aroma, para conocerlo en profundidad y apreciar su com-posicin exclusiva.

Podrn disfrutar de una velada mgica y llevarse muestras para probar el producto.

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Digital - Education Digital - Education

SiteSiteIntro and description of the new collec-tion, the benefits and the charactiristics.

Home page with animation.

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Digital

SiteSiteOther complementary P&G products.The full collection.

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Digital

Site

Intro to the section: Tips for elegancy by Sarah Bustani.

Solutions for the house.

Site

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Digital Digital

Blog

Blog about fashion, trends, luxury, beauty, decoration.

Registration.

Site

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Digital

Mobile applicationSiempre linda por mucho menos

La prenda de la semana es

Presenta este mensaje en caja y llva-tela con un 10% de descuento.

Feliz estreno!

Audiovisual

Capsule TV 60

Intro and description of the new collection, its benefits, its characteristics, etc.

HoyTempranitoVenga la alegra

Galilea: A ver, a ver ms novedades de la semana Downy DeLuxe lanza una nueva fragancia! Un nuevo perfume francs para suavizar nuestra ropa y la de toda la familia y sentir todo el da un riqusimo aroma

Andrea: Un nuevo Downy DeLuxe? qu buena noticia! Los tres perfumes que ya haba hasta ahora son deliciosos y este nuevo, qu aroma va a tener?

Galilea: Este nuevo se va a llamar Jolie y su frmula combina notas de helecho, musgo, perlas rosas, t negro, mbar y

ctricos debe ser un placer sentirlo todo el da en la ropa que se vaya libe-rando con cada movimiento

Andrea: Siiiiii! Un autntico viaje a Pars para los sentidos. Ya mismo voy a probarlo. Me encanta ponerme la ropa perfumada y sentir que tengo un look impecable, me ponga lo que me ponga!

Galilea: As es, un buen perfume es nuestra mejor carta de presentacin, y todas sabemos que no hay otros como los franceses

Andrea: Prueben el nuevo Downy De-Luxe Jolie, ahora su suavizante ser su perfume favorito!

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Audiovisual - Education

Capsule TV 60Branded TV EventElegance tips (Sarah Bustani).

Loc1: Queridas espectadoras, locas por la moda, hoy tengo una gran sorpresa para todas! Es un gusto y un privilegio para m anunciar, de nuevo entre nosotras, a una invitada de excepcin: Sarah Bustani!

Sarah: Hola, cmo estn? Veo que her-mosas y felices se es el mejor secreto, verdad? Nada como una buena sonrisa para embellecer a cualquier mujer pre-cisamente de eso quera hablarles hoy, de esos pequeos placeres que cada da nos hacen sentir bien, felices, y que son muchos ms efectivos para hacernos bel-las que el mejor maquillaje o la prenda ms favorecedora.Que cules son esos secretos? Pues, por ejemplo, dar un paseo al aire libre, respi-

rar profundo, disfrutar de 5 minutitos de relax o darnos un capricho y comernos un bombn! Un dulce cada tanto puede sentarnos mejor que cualquier dieta. Qu ms? Ah! Se me olvidaba el que es ms importante para m: sentirme todo el da envuelta por un lindo perfume. Cmo se consigue eso? Yo creo que lo ms efectivo es suavizar mi ropa con Downy Deluxe. Se acuerdan de las nue-vas fragancias que presentamos hace unos meses? A su coleccin de perfumes fran-ceses, Downy suma ahora un cuarto per-fume de una delicadeza increble, Jolie.Prubenlo, a partir de ahora su suavizante ser su perfume favorito.

Loc: Y ahora, queridas espectadoras, quera presentarles una seccin que estrenamos hoy: Mi Mejor Look. Cada semana contaremos con la presencia de una diseadora, modelo, estilista o personal shopper, quien recibir a una invitada, repasar su estilo, fisionoma, rasgos, actividades habituales y todos los factores a tener el cuenta a la hora de elegir un vestuario y le recomendar el mejor look para ella. Ese look que le haga sentirse linda y cmoda en cada momento, el look para triunfar sin dejar de ser t misma!Esto no incluye slo la ropa, hay otros elementos, como por ejemplo el perfume, que son determinantes de la imagen de una mujer. Y es por eso que esta seccin est patrocinada por un perfume: el nuevo Downy DeLuxe Jolie, suavizante para tu ropa con un delicioso perfume francs que te acompaa todo el da.S, s, es suavizante y es perfume, porque su aroma ha sido creado por expertos perfumistas franceses, y porque te envuelve y te traslada a Pars como el mejor de los perfumes todava no lo conoces?? Hazlo hoy mismo, a partir de ahora tu suavizante ser tu perfume favorito.

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Audiovisual

Radio SpotsFrench music moment.

Radio 1

Loc1: Pasamos ahora a nuestra seccin escapadas para hacer con todos nuestros oyentes un maravilloso viaje a Pars

Loc2: Mmmmm qu lindo Pars y qu coincidencia. Sabes que justamente hace un rato tuve un recuerdo increble de Pars?? Me cruc con una compaera en el pasillo y tena un delicioso olor que me llev a los Campos Elseos, la Torre Ei-ffel cerr los ojos, y estaba all!

Loc1: Qu lindo generar eso, y qu lindo sentir ese perfume todo el da!Le preguntaste cul era?

Loc2: No te lo vas a creer, era la nueva fragancia de Downy DeLuxe, Jolie.Loc1: S, s, claro que me lo creo, yo soy fan de las otras tres no puedo elegir cul me gusta ms! Me encanta suavizar mi ropa con ese riqusimo perfume que me acompaa todo el da

Loc2: Yo no lo conoca, pero ahora mis-mo voy a probarlo.

Loc1: Hazlo, tienes 4 para elegir! El nue-vo es Downy DeLuxe Jolie vers como a partir de ahora tu suavizante se convierte en tu perfume favorito.

Radio 2

Loc: Es hora de ir despidindonos, queri-das oyentes pero antes de pasar a la lti-ma cancin, vamos a dar una muy buena noticia a una de nuestras fieles seguido-ras, que entr en nuestra web y subi una foto de s misma con el look que mejor representa su estilo. Ana zucchini ha ganado un da de com-pras con nuestra personal shopper y 2.000 pesos para renovar su vestuario!Es un premio de Downy DeLuxe, suavi-zante que da a tu ropa un delicioso per-fume francs. En estos das, Downy De-Luxe est lanzando una nueva fragancia, Jolie, con notas de helecho, musgo, t y frambuesas.Descubre el nuevo perfume de Downy DeLuxe, ahora tu suavizante ser tu perfume favorito!

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Santiago Busconi [email protected]

MEDIACOM

Carolina Labastidas - Design Manager P&[email protected]

CLIENT

Edgar Lpez - Assistance Brand Manager P&[email protected]

Rafael Strauss - Brand Manager P&[email protected]

STYLEGUIDE

Paola Cires - Account Executive [email protected]

TOOLKIT: G2 Buenos Aires

Cecilia de la [email protected]

Contacts

Tkt Obs Lev

Documents

Transcript of Tkt Obs Lev