Febreze: Breathe Happy

Client: Procter & Gamble
Brand: Febreze
Agency: Grey Worldwide GmbH
Category: FMCG
Country: 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 Febreze originally entered the market as an odour-eliminating fabric refresher, but soon expanded into the Air Care category. The Febreze brand was looking for a disruptive marketing campaign that would boost their sales in two key markets, Germany and the United Kingdom. The campaign would also have to engage the audience and let it experience that Febreze did indeed live up to its promise.