Febreze: Breathe Happy

The Procter & Gamble household odor eliminator, Febreze, had lost its differentiation from cheaper brands in the US To reverse a declining sales trend, Febreze needed to carve out a distinct position for all of its products.

Febreze: Breathe Happy

Agency: Grey New YorkClient: Procter & GambleProduct: Febreze

Objectives

Sales Objectives:

Reverse Febreze's $ sales trend

  • Increase total brand $ sales by 10% IYA within 5 months
  • Increase both Air Effects and Set & Refresh $ sales by 10% IYA within 5 months

Interim Objectives:

Generate buzz for Febreze brand and advertising

  • Earned media impressions to exceed Febreze launch norms of 350,000,000 within 4 months
  • Blogger participation to exceed previous response rate levels of 10%
  • Febreze Facebook fans to increase from 235,000 to 600,000 by end of 2011...

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