Downy #Spread100Hugs with Pia Wurtzbach

The first ever hug activated, Downy Scented Christmas tree takes from the luxurious fragrance of Downy.

Last November 20, 2018 – Christmas is a festive celebration for Filipinos because it is a time to reconnect with the people that matter the most. And of course, what are celebrations without spending on traditional gifts? But do we always have to spend much on gifts to make it valuable? Pia Wurtzbach and Downy redefines gift-giving this Christmas with a simple yet meaningful gift idea — a hug.

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."

A study from Pennsylvania State University showed increased happiness among students who were asked to give or receive genuine, warm hugs at least five times a day over the course of four weeks.
Similarly, a study from Carnegie Mellon University showed that adults who hugged more often were less likely to come down with a cold. To let people discover the undeniable power of hugs, Downy, the leading global fabric softener launched their #Spread100Hugs campaign with Miss Universe 2015 and hug ambassadress, Pia Wurtzbach in the first ever hug-activated, Downy Scented Christmas Tree, which stands majestically at Eastwood Mall’s open park in Quezon City. Decked with red LED lights, the sea of red roses inside the 50 feet Scented Christmas Tree lights up when people inside hug each other inside the perfume-scented chamber.

The main inspiration of this Christmas tree takes from the luxurious fragrance of Downy. It takes essence from the smell of an endless field of flowers, to which is exactly what this tree is made of and something we recreated in a mirror room that’s right in the heart of this beautiful structure, and the opulent feel of velvet, a fabric which embodies softness, both wonderful elements to inspire a loving, hugging emotion.

To further show how hugs can bring about a spirit of positivity and make people happier, Downy has also released a video diary that showcased a variety of heart-warming stories of appreciation, reconciliation and reunion. It featured 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. And of course, her last hug, a special and meaningful embrace for her boyfriend, Marlon Stockinger.

Pia with her boyfriend, Marlon Stockinger.

The culmination of Pia’s hugging tour was joined by other celebrities such as Mariel Rodriguez-Padilla, Melissa Ricks, Say Alonzo, Helga Krapf, and Princess Velasco.

The video also showcased real and inspiring stories of Filipinos—Diane, a deaf and mute mother of two, and breadwinner to the family, who 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 coming December once again, showed how she can hug as long as she can (even up to 45 seconds or more), even during the times you need to say goodbye; Kenjie and JJ, and Catherine and Robi, who are same sex couples who never feared showing their affection to the public, and how a hug can show that they can power through any obstacle together; and, Fernanda Baky, a retired teacher, and David Baky, Head of Security for the US World Relief Corporation, about to celebrate their 51 st anniversary, showed how a hug can truly be long-lasting.


These hugs are not the brief, half-armed hugs or just pats on the back, but heartfelt embraces that we long for. And because hugging means getting real close to people that we care for, Downy Parfum Collection™ gives everyone the confidence to spread hugs.


Some photos taken during the event...

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. Get into the spirit of hugging and make your holidays extra special this Christmas with the Downy Parfum Collection™.

Visit the hug-activated Downy Scented Christmas Tree located in Eastwood Mall’s open park (near the fountain area) from November 20, 2018 to December 19, 2018, and #Spread100Hugs starting today, and every day, to experience a hug’s undeniable power.

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