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2012 BRONZE HOUSEHOLD SUPPLIES & SERVICES
UNITED STATES
Febreze "Breathe Happy" Campaign Launch
RAN IN: United States
CLIENT
Procter & Gamble
Scott Lazarczyk, Marketing Director Phuong Nguyen, Associate Brand Manager
Rob Perillo, Creative Director Rob Lenois, Creative Director Oliver Gibson, Senior Planner James McPherson, SVP Associate Producer Elena Grasmann, VP Account Director
Starcom MediaVest Group
Josie Lyons, Connections Director
Possible Worldwide
Jeff Stamp, Creative Director
MSL Group
Dena Martini, Sr. Account Supervisor
G2
SUMMARY
Febreze needed to convince cynical air care consumers that it was genuinely superior to the competition in order to sustain sales at a premium. Rather than simply telling people how good Febreze is, we let them experience its odor eliminating power for themselves, in a way they would never forget. Our real life experiments stood out in the category and beyond, getting Americans talking about air care for the first time in years and helping turn the business around 16.7% points compared to the previous year.
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CASE STUDY
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Radio, Interactive, Print, OOH, PR, Events, Consumer Involvement, Sponsorship