Proctor & Gamble’s once popular ultra-soft Downy brand is facing a stiff reality: millennials don’t use fabric softener.

Staring Monday, Procter will launch a new Super Bowl campaign for its Downy fabric softener that will give consumers a preview of what may be in store for them in days to come.

Tropical activity is brewing over Florida and the National Hurricane Center just doubled its chances of becoming a tropical or subtropical storm.