Downy® and Macy's Partner to Bring Magic of 'Clean Sheet Week' to Life Through Live Window Display

CINCINNATI and NEW YORK, Jan. 26, 2011 /PRNewswire/ -- Procter and Gamble's (NYSE: PG) Downy fabric softener and Macy's (NYSE: M) have partnered to bring consumers an incomparable bedroom experience by combining the "magic" of Macy's sheets with the long-lasting freshness benefits of Ultra Downy April Fresh. This partnership sparked from a National Sleep Foundation 2010 Bedroom Poll (1), which revealed a number of statistics about how important consumers claim fresh smelling sheets to be to their overall bedroom environment.  For example, seven out of ten people claim to get a more comfortable night's rest on sheets with a fresh scent.

Downy and Macy's will encourage consumers to take the "Clean Sheet Week" Challenge using Ultra Downy April Fresh on their new Macy's sheets and discover the long-lasting fresh result. On January 26th, Mike Birbiglia, a comedian best known for his award winning show and New York Times best-selling book "Sleepwalk with Me," will be the first person to give a live, real-time demonstration of the Ultra Downy April Fresh "Clean Sheet Week" Challenge by sleeping in a window display at the Macy's Herald Square flagship store in New York City for a full seven days.

In addition to the kick-off with Birbiglia, the partnership includes components such as a special gift of Ultra Downy April Fresh with the purchase of  sheets at Macy's, major events in five markets, nationwide in-store promotional displays, exciting broadcasts on the Macy's JumboTron at the Herald Square store, and numerous other elements.

"Our brands strive to deliver superior products that delight consumers," said Mary Pochobradsky, Downy Marketing Director. "That is why we are thrilled to partner with Macy's to transform people's beds and give them long-lasting fresh smelling sheets."

COMEDIAN MIKE BIRBIGLIA'S ULTRA DOWNY APRIL FRESH "CLEAN SHEET WEEK" CHALLENGE, LIVE FROM A MACY'S WINDOW

Birbiglia, who has a rare sleep disorder, will live in the Macy's window display from January 26th to February 1st. Consumers everywhere will be able to engage with Birbiglia through live chat sessions via his Twitter account (@BirBigs) and the Downy and Macy's Facebook pages. Also throughout the week, Birbiglia will reveal findings from the National Sleep Foundation 2010 Bedroom Poll, which reveal consumer claims about the importance of sleeping on sheets with a fresh scent. Fans can engage with Birbiglia during the entire week by visiting Downy and Macy's on Facebook (www.facebook.com/Downy or www.facebook.com/Macys).

"I'm used to sleeping in my apartment, in my own bed, but then the people at Downy called me and they said, 'Are you willing to take the Clean Sheet Challenge and sleep in Downy sheets for a week,' said Birbiglia. 'I was like, "Ok Downy, that sounds fine.' And then they said, 'Actually, we'd like you to sleep in the window of Macy's in Herald Square.' And I thought, 'Alright, that's a little different, but I'm a team player.'"

"Macy's is a world-renowned shopping destination and a showcase for the unexpected and the unforgettable. Everyday, as customers enter our stores, we strive to give them that extra added element that completes and enhances their shopping experience," said Amy Kule, Macy's group vice president, National Events and Partnership Marketing. "During Macy's Home sale, consumers will have the ability to experience how Macy's sheets, freshly washed in Ultra Downy April Fresh impact Mike Birbiglia's bedroom experience." She added, "Even after our valued customers leave the store, we want to be sure that the magic of Macy's lingers."

CONSUMERS TAKE THE ULTRA DOWNY APRIL FRESH "CLEAN SHEET WEEK" CHALLENGE

Ultra Downy April Fresh liquid fabric softener has dual note scent pearls that allow the freshness you get on clean sheet day to extend all week for a "Clean Sheet Week." Thus, the seven-day window display featuring Birbiglia is a key element of the partnership that will bring this concept to life. Macy's stores nationwide would like consumers to also take the Ultra Downy April Fresh "Clean Sheet Week" Challenge with Birbiglia, given the 2010 Bedroom Poll finding that eight out of ten people wash their sheets after purchasing them. To encourage this, more than 200 Macy's stores will unveil new Downy window displays featuring "Clean Sheet Week" messaging. Additionally, 650 Macy's stores nationwide will hand out a special, limited-time only Downy gift with purchases of any sheets. The gift-with-purchase will include a sample of Ultra Downy April Fresh and a $1 coupon for a full size bottle of the product, which can be redeemed at any retailer where Downy is sold.  

This holistic, multi-touchpoint partnership will also be highlighted by events at four Macy's stores located in Chicago (State Street), San Francisco (Union Square), Houston (Galleria at Hidalgo) and Miami (Dadeland), where shoppers can enjoy live entertainment and giveaways, and will be featured in national print advertising in the Macy's Home Sale book and in-store elements, such as counter cards and t-stand posters. Downy will also run featured advertisements and interactive elements of the Herald's Square window display on the Macy's JumboTron located outside of the store on 34th Street and Seventh Avenue.

DOWNY AND THE NATIONAL SLEEP FOUNDATION DISCOVER THE IMPORTANCE OF SHEETS WITH A FRESH SCENT

The National Sleep Foundation 2010 Bedroom Poll inspired the Downy and Macy's partnership when it revealed numerous insights about people's perception between sleep and sheets with a fresh scent. The results are representative of the total U.S. population within the ages of 25 and 55 and show that people believe that certain elements of the bedroom environment affect their sleep. The compelling effects of sheets with a fresh scent are evident in the findings below:

• Seven out of ten people claim they get a more comfortable night's sleep on sheets with a fresh scent
• Eighty-five percent of people claim they are more excited to go to bed on sheets with a fresh scent
• The majority of people claim sheets with a fresh scent is important in creating a romantic environment
• Single people say sheets with a fresh scent are equally as important in creating a romantic environment as a dark room

"We spend a third of lives in our bedrooms, so it makes sense that people feel strongly about their bedrooms.  We encourage Americans to make their bedrooms their personal sanctuaries for sleep," said David Cloud, CEO of the National Sleep Foundation.  "Taking care to make your bedroom your special place is important to creating a great sleep environment.  We were pleased to learn from our poll that simple things like making your bed and having sheets with a fresh scent do make a difference."  

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 Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.

About The National Sleep Foundation

The National Sleep Foundation is dedicated to improving sleep health and safety through education, public awareness and advocacy. It is well-known for its annual Sleep in America poll. The Foundation is a charitable, educational and scientific not-for-profit organization located in Washington, DC. Its membership includes researchers and clinicians focused on sleep medicine, professionals in the health, medical and science fields, individuals, patients, families affected by drowsy driving and more than 900 healthcare facilities throughout North America. Please visit www.sleepfoundation.org for more information.

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.

(1) Poll was made possible by an educational grant from Downy.

SOURCE Procter & Gamble/Downy