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Febreze
Convert the Skeptics

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Grey New York *Lead Agency

Tor Myhren, President & CCO
Rick Reilly, EVP, Global Acct. Director
Per Pedersen, Executive Creative Director
Jeff Stamp, Group Creative Director
Marie Ronn, Associate Creative Director
Erik Tell, Associate Creative Director
Ben Anderson, Sr. Planner
Diana Blau, VP Acct. Director
David Cardinali, VP Producer
Jean Donahue, SVP Acct. Director


SUMMARY

Febreze developed a scent-free Fabric Refresher spray to convince skeptical air care consumers that, unlike other air fresheners, Febreze does not mask odors but genuinely eliminates them. Rather than trying to convince people that we dont mask odors, we visited real skeptics homes and gave them undeniable proof of Febrezes odor eliminating power. Our skeptics became Febreze converts. We turned the conversion stories into TV ads and films. Sales and share for the whole Fabric Refresher line returned to growth, restoring its position as a top performer for the brand.

CASE VIDEO


Hero Medium: TV

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English