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Febreze
Home Collections Launch

RAN IN: United States

CLIENT
Procter & Gamble (Walmart Global Customer Team)

Dan Jackson, Customer Team Marketing Manager
Renee Carr, Customer Team Marketing Specialist

AGENCY
Saatchi & Saatchi X *Lead Agency

Sheryl Martin-Gillette, Director, Project Management
Brian Hutchinson, Production Services Supervisor
Brianne Brannan, Senior Account Manager
Tyler Murray, Director of Shopper Technology
Jennifer Beltran, Digital Production Coordinator
Jody Sims, Senior Production Artist
Missy Tiller, Promotions and Media Manager
Ivan Mayes, Digital Developer


Triad Digital


SUMMARY

The launch of Febreze Home Collections at Walmart propelled Febreze from #3 position in the air-care category (behind Glade and Air Wick) to #1. Our mission was to steer traffic and sales away from specialty air-care retailers (like Bath & Body Works) to Walmart. We elevated the perception of Walmart as a destination for premium air-care items and mimicked ways she's engaging with those products in specialty stores. In-store displaysplus digital, print and social mediashowed her she could find unexpected indulgence at Walmart with Febreze Home Collections.

CASE STUDY

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CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Interactive, Direct, Retail Experience, In-store TV

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to women,Speak to brand influencers,Speak to Young Women,Speak to Mothers

Type: Business to Consumer

Classification: National

Language: English