For the first time ever, Febreze was given an opportunity to participate in America’s biggest media event, the Super Bowl.

And because Febreze and other air fresheners operate in a discretionary category – one in which people can open a window, or simply wait for bad smells to dissipate – we’re continually challenged to remind people why they need to buy and use Febreze.

While many brands campaign around the game expecting brand fame and buzz as a predominant outcome, we were challenged to also use the Super Bowl as a platform to drive immediate commercial impact via sales growth.

A MIND-OPENING INSIGHT: The Super Bowl is a time when people come together with friends and family to cheer and celebrate with copious amounts of food and drink, but they don’t often think about its downside – the ‘stress’ that big parties put on the shared bathrooms.

We uncovered a little-known national phenomenon called the Super Bowl Flush: the moment when, after two straight quarters of holding it through can’t-miss football and must-see commercials, masses of fans flock to their bathrooms at the halftime break to relieve themselves.

Turns out, the biggest day in football is also the biggest day in flushing. An opportunity perfect for Febreze to own.

A SIMPLE, BUT POWERFUL IDEA: Inspire Americans to prepare for The Halftime Bathroom Break with Febreze. That one moment when America’s citizens stop standing as rivals and instead, sit united in bathrooms all across the country.

RESULTS: The campaign was a roaring success on both levels of fame and commercial effectiveness.

Sales Growth exceeded the target:

• Brand incremental growth by 10% (Target: 5%)

• Lead products Air Effects and Small Spaces grew 35% and 45% respectively 3

• 40% sales spike at Walmart (America’s biggest retailer) in the three weeks following

Febreze’s Super Bowl debut

• P&G Air Care sales hit a 3-year high, weeks post-Super Bowl 4

Purchase Consideration rose

• 2.4-point lift, five weeks after the big game

Awareness & Brand Buzz at an all-time high

• Awareness at an all-time high for Air Effects & Small Spaces at 91% and 41%

respectively 4

• Garnered 2.65 billion impressions, 5 times from the original goal of 500 million

At its core, the Halftime Bathroom Break campaign proved it's possible to create a Super Bowl campaign that delivers both fame and effectiveness in spades.

Footnotes:

1. Source: https://www.thedailybeast.com/the-super-bowl-of-toilets

2. Source: New York Post, Toilet Bowl XLVI, February 2012,

https://nypost.com/2012/02/09/toilet-bowl-xlvi/

3. Indexed; compared to a year ago. Source: Nielsen 2017

4. Source: Nielsen 2017

5. Source: http://adage.com/article/special-report-super-bowl/super-bowl-ad-results-one-

month-later/308206/

6. Source: CisionPoint, January 2017 - February 2017