Our core insight – let’s face it, the things we love the most, can stink. Your worn-in couch following countless game days, your lucky jersey you can't bear to wash… they get the most use, and the most stink.

And for the Super Bowl – the focus was on a shared occasion all of America loves: “I Love You, Super Bowl Halftime Bathroom Break (SBHBB), But Sometimes You Stink.” The team honed in on a phenomenon called the “Super Bowl Flush,” when people flock to their bathrooms at halftime. It became clear to viewers on Super Bowl Sunday that Febreze presented an “a ha”moment of just how much we love the shared experience of the SBHBB.

Just prior to Super Bowl, via a strategic partnership with Charmin, we touted the importance of prepping the bathroom before hosting your party, leveraging consumer data for a larger story. And we hosted three simultaneous media days with Hahn (LA), lifestyle guru Katherine Schwarzenegger (NYC) and former Super Bowl rivals Emmanuel Sanders and Josh Norman (Radio Row in Houston) – all taking Febreze from underdog to big winner at the Super Bowl.

Unforgettable branded assets (including a mailer with a golden toilet seat – highlighting the bathroom as the true unsung hero of the party) were sent to media to make the campaign even more disruptive.

Objective 1: Develop a new campaign to get consumers to covet the new product via emotion, and deliver 1.75 billion media impressions featuring Febreze’s key campaign messaging.

- The PR program led to over 2.65 Billion high-quality earned media impressions.

Objective 2: Increase sales in priority retailers by 20% or more

- Approximately 40% spike in sales of featured products (Febreze Air Effects and smallSPACES) at Walmart

- Febreze $ share is up 2.5 points

- P&G Air P1W consumption is up significantly

Objective 3: Drive organic Twitter reach through PR without paid support.

- Total organic Twitter reach was 48 million!

Ultimately, the “Halftime Bathroom Break” campaign not only ensured that Febreze dominated its category during a key selling period, but drove love for the brand and its new product. Following the bold risk from the team, the brand went from paranoia to love and – considering its huge success – shows no signs of looking back.