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P&G in bed with Macy's for fabric softener promotion


CINCINNATI and NEW YORK -- Procter and Gamble and Macy's announced that they have partnered to promote P&G's Downy April Fresh fabric softener and Macy's sheets as the perfect combination for the ultimate bedroom experience.

To promote the partnership, Mike Birbiglia a comedian known for his award-winning show and New York Times best-selling book Sleepwalk with Mewill sleep in a window display at Macy's Herald Square flagship store in New York City for a full seven days.

In addition to the kick-off with Birbiglia, the partnership includes components such as a special gift of Ultra Downy April Fresh with the purchase of sheets at Macy's, major events in five markets, nationwide in-store promotional displays and broadcasts on the Macy's JumboTron at the Herald Square store.

"Our brands strive to deliver superior products that delight consumers," said Mary Pochobradsky, Downy marketing director. "That is why we are thrilled to partner with Macy's to transform people's beds and give them long-lasting fresh smelling sheets."

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