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Febreze
Have You Gone Noseblind?

RAN IN: United States, Canada

CLIENT
Procter & Gamble

Eric Huston, Marketing Director
Guerin McClure, Brand Manager

AGENCY
Grey New York *Lead Agency

Rick Reilly, EVP, Global Account Director
Tor Myhren, President & Chief Creative Officer
Steve Wakelam, Group Creative Director
Nick Pringle, Group Creative Director
Peri Shaplow, Strategy Director
Mercedes Campos, SVP, Account Director


Citizen Relations

Angela Alvarez, Managing Director


POSSIBLE

Antoine Geadah, VP, Account Director


SUMMARY

Febreze launched the CAR Vent Clip in 2012, the brand went from zero to 60, becoming the car freshness category leader. By 2014, sales for the CAR slowed. People didnt smell the need for car fresheners. We needed to drive interest, fast. The solution was two-fold. We leveraged a groundbreaking insight around becoming de-sensitized to odors (a condition we named noseblind) and then delivered a stream of messaging to maintain interest over time. As a result, Febreze CAR sales soared, and drivers and passengers were breathing happy.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive/Online, PR, Social Media, Sponsorships, TV

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English