Febreze: Breathe Happy

Febreze, the Procter & Gamble-owned air care brand, wanted simultaneously to reassert that its product could successfully eliminate odours and to increase its sales by women in Germany and the UK.

Febreze: Breathe Happy

Client: Procter & GambleBrand: FebrezeAgency: Grey Worldwide GmbHCategory: FMCGCountry: Germany

Historically, the Air Care category has been known by consumers as the category of "broken promises" as many of the products only mask odours, but do not eliminate them and because of this they do not live up to their claims. This increased the level of scepticism among consumers towards category communication. The fact that many of the brands used very similar communications also made it really hard for consumers to differentiate between them.

Procter & Gamble's brand...

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