Comedian plans to spend a week in Macy’s window

Associated Press

CINCINNATI

Procter & Gamble Co. has an eye-opening campaign ready with Macy’s Inc. pitching its Downy fabric softener at the many Americans who don’t get enough sleep.

P&G will offer Downy as a sleep aid with a seven-day live window display featuring comedian Mike Birbiglia at Macy’s Herald Square store, beginning next week. Birbiglia, known for his routines making light of his sleepwalking problem, will talk with fans, interact online and, it’s planned, sleep.

P&G says it woke up to the possibilities for the 50-year-old brand during marketing last year for new Downy versions that pledged to provide “clean sheet day” freshness for a week. Downy marketers said consumers kept talking about looking forward to sleeping and feeling more comfortable with clean sheets.

Studies have shown that sleep — or lack of it — has become a growing issue, with implications for health, safety, job performance and marital satisfaction.