Challenge: Regain skeptics’ faith in Febreze’s odor eliminating capabilities in a way they’ll rememberFebreze’s unique formula eliminates odors, replacing them with fresh scent. Cheaper, less-advanced brands began touting comparable claims in a similar way, but did not live up to their promises. People didn’t know who to believe, and Febreze struggled to sustain sales at a premium.

Insight: “When you walk into an unappealing room, you can close your eyes, but you can’t turn off your nose."Idea: Involve real people in visceral experiences to prove Febreze makes the filthiest places smell good, no matter what they look likeRather than telling people we let them experience it for themselves in a way they’d never forget. We created experiments demonstrating the power of Febreze. We recorded everything and shared footage with trusted sources and friends to generate buzz before creating an unavoidable, high-impact media launch using the content. We then surrounded people in the experience to sustain engagement. All of our touch-points encouraged people to join us on Facebook to learn more about Febreze and help us inform where to test our products next.

Results: The Breathe Happy campaign was a breakthrough success, helping Febreze become one of the fastest growing brands at P&G.

•Breakthrough – Breathe Happy ads became the No.1 and No. 2 most recalled spots in the US (Nielsen)•Brand Attribution – Scores doubled to above norms for all non-Fabric Refresher Febreze copy (IPSOS ASI)•Equity Gains – “Odor elimination” increased 15%. “This brand does what it promises” increased 11% (METT)•Perceived Value Increase – “Is a high quality brand” increased 9%. “I consider this brand to be good value” equity increased 15% (METT)•Tripled Fans – Febreze became the 3rd “most explosive Facebook page” and fan-count more than tripled from 235,000 to over 800,000 (Facebook)•Rise in Sales – Febreze experienced a 18.2% point turn-around within 10 weeks. Sales growth occurred not just for Fabric Refresher, but for the wider portfolio. The brand has now experienced 6 months of sustained growth - the only brand in the category growing share during this period up 1.3 points vs. YA (Nielsen) Investing in success, Febreze has reapplied the campaign across the globe in 18 countries. It is one of the fastest global expansions of a P&G campaign, and Breathe Happy has helped Febreze become one of the fastest growing P&G brands worldwide, now over $1 billion.