Febreze: Wash the Unwashables

Procter and Gamble found their household odor eliminator brand, Febreze, was struggling to remain relevant and those who bought it weren't using it.

Febreze: Wash the Unwashables

Kinograf

Forgotten under the kitchen sink...

Febreze was launched in Europe in the late 1990s as the first odour-eliminating fabric refresher. 10 years after launch, Febreze Fabric Spray was struggling to remain relevant. Even though a huge number of people had tried Febreze, it was quickly forgotten and left under the kitchen sink. The main issue was that it was bought when a one-off odour problem occurred. Once the problem was solved, people did not see a need to use Febreze any longer.

In qualitative research we heard statements such as:

“I got Febreze because my...

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