Downy had a problem: Millennials weren’t quite sure what it did. Originally created in the 1950s to soften clothes, modern-day detergents and washing machines had pretty much rendered that aspect obsolete. Plus, with all the additives thrown into detergents, it was hard for people to see the need in buying a separate softener when so many detergents already had one thrown in.

But what people didn’t realize was that Downy wasn’t just a softener—it was a protector. Using Downy guarded against many maladies that the laundry cycle could do to clothes, allowing your favorites to last and last. Thus “LONG LIVE LAUNDRY” was born.