Febreze: Breathe Happy

Agency: Grey New York
Client: Procter & Gamble
Product: 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
  • Get people talking about Febreze

Drive distinctiveness for the Febreze brand and advertising

  • Reclaim single ownership of odor elimination equity attribute
  • Correct attribution of brand messaging to exceed 71% norm

Strategy