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Febreze
Febreze Fall and Holiday Innovation Plan

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Saatchi & Saatchi X *Lead Agency

Brianne Brannan - Acct. Manager
JJ Coleman - Project Manager
Jamie Duke - Multi Media Content Designer
Anita Fredrick - Sr. Production Services Supervisor
Kevin Murphy - Creative Director
Tim Newsome - Production Artist
John Robinson - Content Designer
Nik Sengsouriya - Assoc. Design Director
Jason Stewart - Assoc. Creative Director
Troy Wisdom - Structural Design Engineer


SUMMARY

During the holidays, shoppers used seasonal scents to finish off their decor. But they were going to specialty stores for those scents. Our task was to disrupt women as they shopped and showcase the Febreze scents available at Walmart. Our fall and holiday retailtainment pallets revolutionized the way air care was displayed. A pumpkin-shaped pallet and a life-size Christmas tree brought an unexpected seasonal scent experience to the store. We reversed a declining brand and category, producing $124 million in sales and a 34.9% Febreze share for Walmart

CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Interactive, Print, Direct, Retail Experience, Product Design, Shopper Involvement, Sponsorship

Audience: New Audience, Women, Mothers

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English