Procter & Gamble Philippines’ Downy brand bagged multiple awards in the recently concluded prestigious Philippine Association of National Advertisers (PANA) PANAta Brand Building Awards 2021.
Launched in November 2020, Downy’s Bahayrus campaign was recognized as the Gold Awardee in People’s Choice for Excellence in Brand Positioning, and as the Bronze Awardee for Excellence in Marketing Innovation. Meanwhile, the Downy x BTS collaboration campaign also bagged the Bronze Award for the Gawad Pandayon Creative Effectiveness category. Finally, Downy’s Brand Director, Mariel Chavez, the woman leading the brand’s effective campaigns which grew the business over the pandemic, was also recognized by the industry as the PANA Brand Builder of the Year.
“We are humbly honoured by the recognition from the Philippine Association of National Advertisers. It is a testament to P&G’s commitment to consumers and how the Downy team kept pushing the limits despite pandemic headwinds. These awards recognize the P&G brand building excellence and will be our inspiration to keep innovating, delighting, and serving the needs of consumers in the country,” said Chavez.
The PANAta Awards, with “Hilaraya” as this year’s theme, is the country’s premiere brand building awards body which recognizes effective marketing communication campaigns that responsibly build brands, grow business and help communities.