Febreze Roadtrip

This case study shows how Febreze, the air freshener brand, successfully re-launched and repositioned its car freshener solution in the UK and Ireland by finding a more sustainable reason for purchase that would support the business in the long term.

Febreze Roadtrip

Campaign details

Brand: FebrezeAgency: GREY Germany GmbHClient: P&G International Operations SACountry: Germany

Campaign Background & Summary

In 2013 P&G's home air freshener brand Febreze launched into a promising new business sector and set out to freshen the air in UK's and Ireland's cars. These two markets form the most valuable business cluster which accounts for 40%1 of P&G's air-care sales in Europe and with 35 million cars2 this region also holds big potential for car air fresheners.

Despite getting off to a great start with strong sales...

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