Febreze built Fabric Refresher category in Korea. But the brand has grown apart with youngsters as its image becomes old-fashioned. After the safety issue in 2016 in Korea, consumers have rejected chemical goods. Hence, the category itself should regain consumers with trust.

The original song called 'The Smell's Gone", was released in 2016, but never made it big. As the brand sought to gain relevance among a younger audience, we leveraged a known band to infuse youth into an older brand. Together we tapped kitsch culture, to talk to our consumer in a way we never had before.

To focus and make engagement with youngsters who are more familiar with digital media via Youtube which is the fastest growing platform in KR. Developed 80" full version video for witty and entire story, and diversified into 5 versions of bumper ad to deliver benefit in a short time.

We want to make a big bang in the short term, so only placed 5 seconds bumper ad for the paid channel, Youtube, within 2 months. Also, supported with PR, such as featuring singer & band to multiple entertainment shows, and make consumers to visit official Febreze channel to watch full version video.

Conducted series of e-Com MDs centered and tie-ups were a huge success and fueled e-Com growth. We fully overcome the business after safety issue in KR; Total P12M 127% / P1M 138%, fabric refresher P12M 144% / P1M 157%.

Effective targeting & delivery with all views delivered to core target audience; 1824 Male 40% / Female 18%, 2534 Male 31% / Female 10%.