Please note that this Unstopables Brand Book should not be distributed or provided to anyone outside of P&G. It is for P&G use only.
WELCOME TO THE UNSTOPABLES
UNSTOPABLES BRAND BOOK
BUT FIRST, LET’S GET THIS UNS-UNS-UNS-STOPABLES PARTY STARTED WITH A SOUNDTRACK TO SHIMMY ALONG TO.
SOUNDTRACK
TABLE OF CONTENTS
THIS IS THE DOWNY
DOWNY FAMILY TREE
UNSTOPABLES IS ALL THE
IS THIS TO SAY UNSTOPABLES IS A FREAKISHLY LONG BRANCH THAT SEEMINGLY DOESN’T STOP? IN A WAY, YES. BUT MOSTLY IT’S BECAUSE UNSTOPABLES MARCHES TO THE BEAT OF ITS OWN DRUM. AND THAT DRUM IS A WASH DRUM, WITH A BUNCH OF SCENT BEADS BANGING AROUND IN IT. THAT BEING SAID…
ALL THE WAY OVER HERE
UNSTOPABLES IS
RELATED TO DOWNY, WHICH IS WHY IT HAS
SHARED PURPOSE
Unstopables enhances your life through laundry by doing what detergents can’t, namely, making you smell crazy fresh for a crazy long time.
all-day freshness so you can put your best foot forward. UNSTOPABLES EQUITY
POINTS OF UNSTOPABLE DIFFERENCE
Unparalleled scent intensity THANKS TO FreshBoost AND ODORBLOCKER.
BOLDLY SATISFYING SCENTS GUARANTEED TO TURN NOSES WHEREVER YOU GO.
A LOOK, TONE, AND FEEL THAT’S AS EYE-POPPING ON THE SHELF AS IT IS NOSTRIL-POPPING IN YOUR NOSE.
BUT UNSTOPABLES THE REST OF DOWNY
UNSTOPABLES DOES WHAT OF DOWNY CAN’T
BECAUSE A SCENT CAN DO SO MUCH
SCENT THIS FRESH MUCH MORE
EXPLOSIVELY
UNSTOPABLES GIVES YOU LONG-LASTING,
YOU THAT NOTICEABLY EXPLOSIVELY FRESH SCENT
THAT MAKES YOU ACT AND FEEL FRESHER
ACT FRESH, LOOK FRESH
FRESHER THAN EVER
SO YOU WON’T LET MAKE YOU HIDE
LET A BAD SMELL YOU HIDE AWAY
YOU’LL GO OUT THERE AND
THERE AND MAKE IT HAPPEN
WHATEVER “IT” MIGHT
MIGHT MEAN TO YOU
BUT FIRST, YOU MIGHT
MIGHT BE ASKING
WHAT THE IS
IS A SCENT BEAD?
WHAT IS A SCENT BEAD?
IS IT THE KIND OF BEAD YOU MAKE A FRIENDSHIP BRACELET OUT OF? WELL, NO. BUT IF IT WAS, THAT WOULD BE ONE GOOD-SMELLING BRACELET. TO EXPLAIN IT LIKE A SCIENTIST, A SCENT BEAD IS A SEMI-SPHERE FILLED WITH LOTS OF COOL SCIENCE-Y THINGS, BUT THE STAR INGREDIENTS ARE FRESHBOOST AND ODORBLOCKER. FRESHBOOST’S STAR INGREDIENT IS PMCS AND ODORBLOCKER’S IS ANTIOXIDANTS. OR TO EXPLAIN IT LIKE A HUMAN, A SCENT BEAD IS A TINY BALL FILLED WITH CRAZY GOOD-SMELLING STUFF THAT DISSOLVES IN YOUR WASH, UNLEASHING AN INSANELY FRESH SCENT THAT CONTINUES TO BE UNLEASHED ALL DAY. THAT’S WHY WITH DOWNY UNSTOPABLES, ALL YOU HAVE TO DO IS TOSS, WASH, AND WOW.
BUT NO SCENT BEAD IS QUITE
QUITE LIKE UNSTOPABLES
NOTHING SMELLS LIKE
LIKE UNSTOPABLES
SINCE SCENT IS HARD
WE ASKED SOMEONE WHOSE BRAIN INTERPRETS SCENTS VISUALLY, WHICH IS A REAL THING
HARD TO PICTURE
REAL THING CALLED SYNESTHESIA, TO DESCRIBE HOW THE SMELL OF UNSTOPABLES LOOKS
WHAT UNS SCENT LOOKS LIKE ACCORDING
“I see visions of a light seafoamy blue with a yellow ribbon running through it horizontally. The light blue is almost light green.”
“It has a purple smell with white to light blue. Like a sheet. It’s smooth looking.”
ACCORDING TO SOMEONE WITH SYNESTHESIA
smell with a hint of faded, blue. Like a pale light blue It’s smooth looking.”
“I see smooth creamy yellow with a blurry whitish splash in the center with green around. this one is more yellow than the others.”
NOTHING LASTS AS LONG AS UNSTOPABLES
AS RIDICULOUSLY UNSTOPABLES
IF YOU WASHED WITH TODAY, NOT ONLY WOULD FRESH BY THE END
WITH UNSTOPABLES WOULD YOU SMELL END
OF THE DAY,
YOU COULD OBTAIN YOUR NEW YORK AND YOU’D
YOUR PILOT LICENSE IN YOU’D STILL SMELL FRESH
OR ANY OF THESE CERTIFICATIONS IN 20 WEEKS AND STILL SMELL FRESH
NOTHING HAS THE TONE
BOLD
unapologetically ourselves. without asking why or for permission. doesn’t fit in, doesn’t want to. just look at that bottle against the rest of the laundry aisle. like that.
FEISTY
And not afraid to admit it. Because being with just the right amount of gusto loud and proud. Not that we needed
TONE OF UNSTOPABLES
FEISTY
Because being outspoken and confident amount of gusto is plenty of reason to be Not that we needed one anyway.
ENERGETIC
Turns down NOTHING. Says yes to EVERYTHING. Doesn’t go with the flow, unless the flow is going somewhere fun. In that case, Unstopables will be there 5 minutes early.
OR TO PUT IT IN
IT IN 143 WORDS
MANIFESTO
DOWNY UNSTOPABLES DOESN’T JUST PROTECT YOUR CLOTHES FROM ODOR. IT GIVES THEM ALL-DAY FRESHNESS SO YOUR CLOTHES SMELL MAGSNIFFICENT.
BECAUSE YOU DON’T HAVE LAZY DAYS — YOU HAVE CRAZY DAYS.
DAYS THAT FEEL LIKE THEY GO ON FOR DAYS. AND YOU NEED TO KNOW YOU
SMELL GOOD NO MATTER WHERE THE DAY TAKES YOU.
SO YOU CAN FEEL CONFIDENT DOING ALL THE STUFF THAT MAKES YOU YOU.
BECAUSE YOU DON’T HAVE TIME TO SECOND-GUESS IF YOUR CLOTHES SMELL BAD.
BECAUSE YOU DON’T EVEN HAVE A SECOND AT ALL.
WORK.
TO LUNCH.
TO THE BANK.
TO HAPPY HOUR.
TO THE PET STORE. YOU JUST LIKE TO LOOK.
TO A FRIEND’S BDAY PARTY.
TO THE STORE TO GO BUY THE PRESENT YOU FORGOT. TO BACK TO THE PARTY.
TO HOME.
IT’S AN UNSTOPPABLE DAY. THAT’S WHY YOU NEED UNSTOPABLES. WITH ONE P, NOT TWO. THAT’S RIGHT IT’S NOT A TYPO. WHY?
WE DON’T HAVE TIME TO TYPE TWO. WE’RE BUSY MAKING ALL OF YOUR CLOTHES FRESH AS CAN BE. SO YOU CAN WAKE UP EVERY DAY, AND SAY...
SMELL UNSTOPABLE
UNSTOPABLE
SMELL UNSTOPABLE
BECAUSE HOW FRESH WE FEEL HAS A SMELLA BIG IMPACT ON HOW WE WALK ABOUT THE WORLD. WHEN YOU DON’T SMELL GREAT, YOU DON’T FEEL GREAT. AND EVERYBODY KNOWS IT. BUT WHEN YOU’VE GOT THAT BOISTEROUS, UNWAVERING CONFIDENCE OF DOWNY UNSTOPABLES, IT MAKES YOU WANT TO SHIMMY ON UP A FLAGPOLE JUST TO SCREAM, “SMELL UNSTOPABLE!”
SO WHO SAYS, SMELL
SMELL UNSTOPABLE?
GLAD YOU ASKED.
DOWNY UNSTOPABLES WAS CREATED FOR A CERTAIN TYPE OF PERSON. THE ACHIEVER. SOMEONE WHO EXUDES CONFIDENCE AND ALWAYS MAKES A GOOD IMPRESSION. AND THEY DO THAT BY ALWAYS PUTTING THEIR BEST FOOT FORWARD… AND BY FOOT, WE MEAN AN ALL-DAY, CRAZY FRESH SCENT IN ALL YOUR CLOTHES. THAT SOMEONE WHO YOU’RE NOT WHO HAS 2 OR 3 THINGS ON YOUR TO-DO LIST. IT’S MORE LIKE 23 THINGS. YOU’RE SOMEONE WITH A TO-DO LIST THAT’S MORE OF A BATTLE PLAN…
seAsoNA l sWap
“WOoF!” “WOoF!” “WOoF!”
“loVE yOu!”
“sT ilL FrESh?!”
PreScH oO l dR o p ofF at 7.
SOMEONE LIKE
“ONE… MO R E… MI L E…”
sTo rY tiME
GOTtA GET A WO R kOuT IN. MusIC FesT ivA Ls doG paR k
seLf-caR E o ’cLocK
bi G pResEN taTIon toDAy!
“s o we’re hiTti N g o Ur taRge T nuMbeRs…”
ta IlGatE tiME !
“|ThOuGhT ThISWAS DIRtY!”
LIKE THIS PERSON
diScoVE ri N g cLeAn “C hEeRs!”
s uNdaY f oOtBalL oh, pLus poTteRY cLasS.
ca N ’t miSs haPpy hoUr, o f co UrSe.
“GO C hIeFs”
gR ocE Ry sHOpPinG … ag Ain
SO WHAT MAKES UNSTOPABLES AND
MAKES SOMETHING AND WHAT DOESN’T?
BRAND FILTER
ONE
CLEAR, CRAVEABLE BENEFIT BEYOND DETERGENT
WE SHOW LONG-LASTING AND IRREFUTABLE FRESHNESS IN A WAY THAT CANNOT BE CONFUSED WITH DETERGENT ALONE. AND WE CELEBRATE THE BENEFIT IN A BOLD, UNSTOPABLES WAY.
ANCHORED IN A HUMAN TRUTH LINKED TO FABRIC
TWO
WE DON’T WANT TO EVER MAKE STUFF UP. YES, WE CAN TAKE CREATIVE LICENSE AND EXAGGERATE, BUT EVERYTHING INVOLVING UNSTOPABLES SHOULD BE ROOTED IN A REAL IDENTIFIABLE HUMAN TRUTH — THAT’S WHAT MAKES IT FUN.
THREE
LEVERAGE BRAND CHARACTER TO MAKE YOU SMILE
BE FUNNY! BUT IN A WAY THAT MEMORABLY ILLUSTRATES THE INSIGHT, PROBLEM, OR SOLUTION. AND DEFINITELY NOT IN A WEIRD, INVENTED, OR OVER-THE-TOP TYPE OF WAY. NOBODY LIKES A TRY-HARD, YOU KNOW? HUMAN TRUTH — THAT’S WHAT MAKES IT FUN.
OWNABLE CAMPAIGN ELEMENTS
SNIFF
WHILE ALL DOWNY PRODUCTS SMELL GREAT, UNSTOPABLES ALLOWS YOU TO HAVE A SNIFF WITH SWAGGER. USERS SMELL FRESH AND THEIR SNIFF REFLECTS THAT PRIDE.
SHIMMY
WHEN YOU SNIFF A GARMENT WASHED WITH UNSTOPABLES, IT MAKES YOU FEEL GOOD. AND IT ALSO SETS OFF A SHIMMY THAT’S ALMOST INVOLUNTARY, LIKE WHEN A DOG WAGS ITS TAIL. IT’S YOUR BODY PUTTING OUT WHAT EVERYBODY’S ALREADY PICKING UP, THAT YOUR CLOTHES SMELL AMAZING. BUT THE ONLY WAY TO GET THAT SHIMMY IS WITH UNSTOPABLES.
PRODUCT SEQUENCE
WE WILL USE THE UNIQUELY RECOGNIZABLE SOUND OF THE UNSTOPABLES BOTTLE SHAKE AND THE BEADS RAINING INTO THE WASH DRUM TO LEAD TO OUR PACK SHOT. SOMETIMES WE WILL END WITH THIS, AND SOMETIMES IT WILL COME AS SOMEONE TALKS ABOUT THE PRODUCT, BUT THE ELEMENTS WILL ALWAYS BE THE SAME.
SO THAT IS THE
TONE OF VOICE IN
THE UNSTOPABLES
IN A NUTSHELL
WELL, NOT A NUTSHELL—LOTS HAVE NUT ALLERGIES
NUTSHELL—LOTS OF PEOPLE ALLERGIES THESE DAYS
AND FOR THOSE OF YOU THE WAY TO THE END THE BRAND EQUITY
OF YOU WHO READ ALL END JUST LOOKING FOR
EQUITY PYRAMID
HERE ARE COPIES FOR OUT TO HAND TO YOUR
FOR YOU TO TEAR YOUR BBIC LEADER
BRAND PYRAMID
PURPOSE
Unstopables enhances your life through laundry by doing what detergents can’t, namely, making you smell crazy fresh for a crazy long time.
SMELL UNSTOPABLE SELL LINE BRAND CHARACTER BOLD FEISTY ENERGETIC
EQUITY
all-day freshness so you can put your best foot forward.
PODS
Unparalleled scent intensity THANKS TO FreshBoost AND ODORBLOCKER.
BOLDLY SATISFYING SCENTS GUARANTEED TO TURN NOSES WHEREVER YOU GO.
A LOOK, TONE, AND FEEL THAT’S AS EYE-POPPING ON THE SHELF AS IT IS NOSTRIL-POPPING IN YOUR NOSE.
BRAND PYRAMID
PURPOSE
Unstopables enhances your life through laundry by doing what detergents can’t, namely, making you smell crazy fresh for a crazy long time.
SMELL UNSTOPABLE SELL LINE BRAND
CHARACTER
BOLD FEISTY ENERGETIC EQUITY
all-day freshness so you can put your best foot forward.
PODS
Unparalleled scent intensity THANKS TO FreshBoost AND ODORBLOCKER.
BOLDLY SATISFYING SCENTS GUARANTEED TO TURN NOSES WHEREVER YOU GO.
A LOOK, TONE, AND FEEL THAT’S AS EYE-POPPING ON THE SHELF AS IT IS NOSTRIL-POPPING IN YOUR NOSE.
BRAND PYRAMID
PURPOSE
Unstopables enhances your life through laundry by doing what detergents can’t, namely, making you smell crazy fresh for a crazy long time.
SMELL UNSTOPABLE SELL LINE BRAND CHARACTER BOLD FEISTY ENERGETIC
EQUITY
all-day freshness so you can put your best foot forward.
PODS
Unparalleled scent intensity THANKS TO FreshBoost AND ODORBLOCKER.
BOLDLY SATISFYING SCENTS GUARANTEED TO TURN NOSES WHEREVER YOU GO.
A LOOK, TONE, AND FEEL THAT’S AS EYE-POPPING ON THE SHELF AS IT IS NOSTRIL-POPPING IN YOUR NOSE.
BRAND PYRAMID
PURPOSE
Unstopables enhances your life through laundry by doing what detergents can’t, namely, making you smell crazy fresh for a crazy long time.
SMELL UNSTOPABLE SELL LINE BRAND
CHARACTER
BOLD FEISTY ENERGETIC EQUITY
all-day freshness so you can put your best foot forward.
PODS
Unparalleled scent intensity THANKS TO FreshBoost AND ODORBLOCKER.
BOLDLY SATISFYING SCENTS GUARANTEED TO TURN NOSES WHEREVER YOU GO.
A LOOK, TONE, AND FEEL THAT’S AS EYE-POPPING ON THE SHELF AS IT IS NOSTRIL-POPPING IN YOUR NOSE.
BRAND PYRAMID
Unstopables enhances your life through laundry by doing what detergents can’t, namely, making you smell crazy fresh for a crazy long time. PURPOSE
SMELL UNSTOPABLE SELL LINE
BRAND CHARACTER
BOLD FEISTY ENERGETIC EQUITY
all-day freshness so you can put your best foot forward.
PODS
Unparalleled scent intensity THANKS TO FreshBoost AND ODORBLOCKER.
BOLDLY SATISFYING SCENTS GUARANTEED TO TURN NOSES WHEREVER YOU GO.
A LOOK, TONE, AND FEEL THAT’S AS EYE-POPPING ON THE SHELF AS IT IS NOSTRIL-POPPING IN YOUR NOSE.
NOW THAT THIS IS OVER, WE WOULD’VE JUST STUCK UNSTOPABLES BEADS
OVER, WE KIND OF WISH JUST STUCK A BUNCH OF BEADS ONTO A PAGE
SO YOU COULD HEAR BECAUSE THEY SOUND
HEAR HOW THEY SOUND, SOUND GREAT TOO
OH WAIT
