In order to prove to real people that Febreze electric plug-ins 'eliminate odours and leave a continuous light fresh scent' we hired a holiday resort and invited couples from all over the world for a free holiday. They weren't told it was for a marketing campaign or that we had hidden smelly objects all over each villa. As part of a fake market research survey for the resort, the couples were asked daily about various aspects of the resort. Amongst these questions they were asked how they felt about the air in the villas. At the end of the holiday we revealed the hidden odours to the shocked couples. Febreze had passed the test and prevented them smelling the odours.

The product is used exclusively in the home. And it was important to find a situation that the consumer would see as a relevant situation in their lives. It was impossible to get into people’s homes, so the idea was to offer ‘a home from home’ as our medium, a desirable place where people would love to spend time; a free luxury holiday villa. Real couples were cast from all over the world and flown to Fuerteventura where an entire holiday resort had been rented. The couples had no idea it was a Febreze experiment or that each villa was filled with hidden odours, like fish, used diapers, burgers and fries. The activity hoped to prove that none of them would notice the odours at any point during their holiday. Camera footage of the activity spread online and to TV, gaining over 3 million Youtube hits and television airing in 5 different markets to date.

Not one of the participating couples noticed the odour smells. All said they would now use the product. The stunt spread online and to TV, gaining 3 million youtube hits and television airing in 5 markets to date. Market share in Spain, the most important market for plug-ins, rose 22% to its highest in over 3 years despite Spain’s terrible economic crisis (source Nielsen scantrack). In subsequent Ipsos tests 97% of the target audience were convinced of product efficacy. And 57% of competitive product users said they would now consider Febreze.