Writing for Downy

On the format

The copy you'll write will be translated for the Mexican and Brazilian markets. Both Spanish and Portuguese tend to take up more space than English. Pay attention to the character limit and don't feel obligated to fill in the space just because. Translators can benefit from the extra space later.

Also, keep the syntax as simple as possible. Since languages differ in form, sentences with simple structures help translators fully understand the intended meaning and easily communicate it in the target languages.

On the brand’s voice and style

Know your materials. Own the brand narrative. Familiarize yourself with all client reference materials, especially pages 7 to 10 of the Downy Brand Book (DOWNY-BB-Interactive.pdf).

Lead with the benefit. When building the copy hierarchy, start with what the brand and the product do to help the consumers reach their goals. Then explain how. For example, tell in the heading that a product allows them to move freely all day long and then mention that it avoids wrinkling, not the other way around.

Write for the senses. Downy’s brand is all about feeling. Use olfactory, tactile, and visual imagery to convey the scents, freshness, softness, and other products’ benefits.

Build a dynamic experience with words. Don’t think about the products as something static, sitting alone on a shelf. Present the products as a piece of a story about the consumer using them. Write about the better life the person buying them will have.

Last but not least: keep it real and specific. Not everything fixes everything. Each product has a purpose and meets a particular need. Explain them clearly so the consumer can make an informed decision about Downy’s catalog.