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...