Procter & Gamble International Operations SA: WYGS Noseblind

Febreze, a brand of household odour eliminator, successfully shifted its campaigns from being product/innovation led to having a brand-led approach, which gave it sustainable and continuous growth in its KPIs in France and the UK.

Challenge, context & objectives

Febreze first launched in 1998 with a revolutionary new product. Instead of just masking bad smells with perfume, Febreze Fabric Refresher contained a unique formula that eliminated odours from fabrics and replaced them with a light, fresh scent. Since 2010, Febreze had launched a string of new products and line extensions in mature markets[1]. The brand enjoyed mini-bursts of growth as each of these product developments launched. This innovation propped up the brand each time for the short-term, but in the longrun the business was stagnating[2].

  1. P&G IRI/MEMRB share and sales data / Nielsen share and...
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