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Febreze
"Breathe Happy" Campaign Launch

RAN IN: United States

CLIENT
Procter & Gamble

Scott Lazarczyk, Marketing Director
Phuong Nguyen, Associate Brand Manager

AGENCY
Grey *Lead Agency

Rob Perillo, Creative Director
Rob Lenois, Creative Director
Oliver Gibson, Senior Strategic Planner
James McPherson, SVP Associate Director
Elena Grasmann, VP Account Director


Starcom MediaVest Group

Josie Lyons, Connections Director


Possible Worldwide

Jeff Stamp, Creative Director


MSL Group

Dena Martini, Sr. Account Supervisor


G2


SUMMARY

Febreze needed to convince cynical air care consumers that it was genuinely superior to the competition in order to sustain sales at a premium. Rather than simply telling people how good Febreze is, we let them experience its odor eliminating power for themselves, in a way they would never forget. Our real life experiments stood out in the category and beyond, getting Americans talking about air care for the first time in years and helping turn the business around 16.7% points compared to the previous year.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: TV, Radio, Interactive, Print, OOH, PR, Events, Consumer Involvement, Sponsorship

Audience: New Audience, Women

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English