Procter & Gamble’s latest billion dollar brand breaks new ground in category marketing
The 1st August sees the UK launch of P&G’s global and revolutionary campaign for its air freshener brand Febreze. The new ‘Breathe Happy’ initiative sets out to prove to real people that Febreze freshness and scent can transform the air so anyone can breathe happy, no matter where they are. ‘Breathe Happy’ is Febreze’s biggest global advertising campaign to date and its experiential strategy breaks the air care category mould by involving real people for the first time. It is also Febreze’s largest multimedia campaign to date, supported by fully integrated media and direct-to-consumer channels including TV, print and digital advertising, Facebook and YouTube brand platforms, PR, experiential and in-store.
A new TV advertisement will launch on 1st August in the UK focusing on how Febreze can surprise the senses of everyday people by proving Febreze’s high-quality odour elimination and freshness capabilities in extreme odour experiments. The people featuring in the TV ad are all real which is why their reactions are so interesting. The participants are blindfolded and are taken to a dingy environment where old, worn furntiure and objects have been sprayed with Febreze so they can ‘breathe happy’ despite the surroundings.
Febreze is supporting the campaign with digital and social media engagement – including a presence on YouTube in August. Febreze will also continue to spread Breathe Happy moments across the UK at events and on www.facebook.com/febrezeuk, asking real consumers to participate in further scent experiments. In addition a robust in-store presence at key retailers will be a key component of the campaign.
The inspiration for ‘Breathe Happy’ was based on extensive P&G consumer research which showed that consumers are strongly influenced by smell and that being surrounded by freshness can deliver happiness. In this research a real consumer said, “You can close your eyes, but you can’t turn off your nose.” That powerful statement led P&G to bring the insight to life with the Breathe Happy campaign, putting Febreze products to the test and demonstrating that Febreze freshness and scent can transform the air so anyone can breathe happy.
‘Breathe Happy’ is a completely new direction for P&G’s latest billion dollar brand. The latest campaign sees a departure from the historic comedic positioning of the brand, to real life consumers. Febreze takes over everyday environments – hotels, restaurants and more – to uncover real people’s reactions to odour scenarios and opens consumers’ eyes to the air transformation that Febreze provides, even in the worst smelling places.
“Breathe Happy is a first of its kind campaign in the air care industry, rooted in the Febreze brand purpose to give people a breath of fresh air. It’s the first time that the category has used real consumers at the heart of the campaign,” states Gary Coombe, Vice-President, Brand Franchise Leader and WE Home Care VP. “Following the advertising launch, we will spread Breathe Happy to people everywhere delivering unique moments at events and on Facebook, helping the world to Breathe Happy no matter what their surrounding conditions.”
Febreze has been a product and marketing innovator for the past thirteen years and continues to address an unmet consumer need for odour elimination and freshness, positioning the brand today as the pre-eminent leader in defining "freshness." The recent announcement that Febreze is the latest P&G ‘billion dollar brand’ illustrates the investment in R&D and expansion of the product portfolio in recent years. A robust team of P&G R&D experts helped to create the new Febreze Breathe Happy experiments in real settings in an authentic way that positively transformed the air.
Notes to Editors
For more information, please contact
Vicki Potter: 0207 413 3443 / Vicki.firstname.lastname@example.org
Febreze is an odour eliminator that traps or neutralizes odour molecules, so people can enjoy the air around them and Breathe Happy demonstrates the products’ effectiveness and that freshness and scent can transform the air.
About Procter & Gamble in the UK and Ireland
Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Ariel®, Always®, Pantene®, Mach3®, Fairy®, Pringles®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community consists of over 127,000 employees working in over 80 countries worldwide with approximately 6,000 of our global workforce working in the UK and Ireland. Please visit our website: http://www.pg.com/en_UK for the latest news and in-depth information about P&G and its brands.