Procter & Gamble

Martin Hettich, Brand Franchise Leader
Eric Huston, Marketing Director

Grey NY *Lead Agency

Rick Reilly, EVP Global Account Director
Nick Pringle, Group Creative Director
Steve Wakelam, Group Creative Director
Bettina Tuerpitz, Regional Communication Director
Eres Teresa Aspi, VP Account Director
Suresh Nair, Evp Director Of Global Strategic Planning

Possible

Antoine Geadah, VP Account Director

Citizen Relations

Angela Alvarez, Managing Director

People didn't think that they needed air fresheners. We found out that they get used to the odors in their own homes, and the only people who are able to truly detect a home's odors are their unfortunate guests. No one had a name for this condition, so we created one: NOSEBLIND. Febreze/Ambi Pur proved the consequences of going NOSEBLIND and the importance of odor elimination. We got people talking about odor acclimation, and, as a result, Febreze/Ambi Pur sales and household penetration increased.