Product Launch: Wrinkle Free Results for Downy Wrinkle Releaser

When Procter & Gamble set out to introduce its new Downy Wrinkle Releaser (DWR) product to the college crowd in the fall of 2000, a little show-and-tell was in order.
Convincing students that a spray-on substance could replace ironing would require live demos. Working with its PR firm, Manning Selvage & Lee, P&G prepared a corps of
surrogate "moms" to infiltrate 66 dorms and 83 laundry facilities in a series of "Wrinkle Free Laundry Week" events on 24 college campuses.