Miss Universe 2015 Pia Wurzbach redefines gift-giving through a Downy campaign

Most people underestimate the power of a hug. A hug has the ability to affect us all, and facts attest to their incredible power on how it can make us feel warm and special. Renowned family therapist Virginia Satir famously stated, "We need 4 hugs a day for survival. We need 8 hugs a day for maintenance. We need 12 hugs a day for growth."

Downy, the leading global fabric softener in the Philippines recently launched its latest #Spread100Hugs campaign to show the undeniable power of hugs. To showcase how one can make it more meaningful with Downy Parfum CollectionTM, Downy released a video diary that showcased a variety of heart-warming stories of appreciation, reconciliation, and reunion. It featured Miss Universe 2015 Pia Wurtzbach in a hugging tour around the Metro, showing her affection and appreciation to friends who have stood by her throughout the years, including her glam team, former classmates, fans, and her mentor, Tito Nad Bronce. Her last hug was a special and meaningful embrace for her boyfriend, Marlon Stockinger.

The video also showcased real and inspiring stories of Filipino. Diane, a deaf and mute mother of two, and breadwinner to the family, showed how a hug can be able to say how much you care and love a person even without uttering a word. Dhorie, an OFW who needs to leave her children this December once again, showed how she could hug for a long time inn saying goodbye. Kenjie and JJ and Catherine and Robi, are same sex couples who never feared showing their affection to the public. Fernanda Baky, a retired teacher, and David Baky, Head of Security for the US World Relief Corporation, about to celebrate their 51st anniversary, showed how a hug can truly be long-lasting.

To further show Filipinos how hugs can bring about a spirit of positivity and make people happier, the brand gave the nation an early Christmas present with the country’s first-ever, 50 feet, hug-activated, Downy Scented Christmas Tree, in Eastwood Mall’s Open Park, one of the Philippines’ well-known shopping and leisure malls.

The Downy Parfum Collection™ is a premium fabric enhancer line that offers softness and long lasting scent from wash to wear. Each variant contains a carefully curated formula that enhances the scent and longevity of the fragrances.

“What can be a more powerful way to express your affection and love to others than with a warm, meaningful hug? Through Downy’s #Spread100Hugs campaign, we want to let people realize that hugs are a wonderful way to connect with the people that truly matter to them. And with Downy Parfum Collection’s long-lasting scent, every hug will smell fresh, from the first until the very last hug.” said Louie Morante, Regional Brand Communications for Fabric Care P&G Asia Pacific.

Learn more about #Spread100Hugs and watch Downy’s heart-warming #Spread100Hugs video on Downy Philippines’ Facebook.