It’s difficult to think that one of Proctor and Gamble’s billion dollar brands, Febreze, was actually a huge failure when it was first introduced into the market. With a change in their marketing campaign, Febreze has not only become the top selling air freshener in the market, but it has also become one of the best-selling products of all-time. Today, Febreze takes on a new marketing campaign, “Breathe Happy.” This marketing campaign targets “consumers with different appetites—or tolerances—for scent: Some consumers just want to eliminate a problem, while another group is looking to create ambiance,” as stated by David Taylor, group president of P&G’s global home-care business. In other words, Febreze is targeting a large market that consist anywhere from mom’s trying to eliminate odors while cleaning, to an ordinary person who loves to walk into a room with the scent of vanilla after a long day at work.
The “Breathe Happy” campaign can be found on YouTube, Twitter, Facebook, and Google+. All four platforms are cohesive and include the iconic Febreze logo, either with a blue or white background, and cover photos that ask the question “Have you gone #noseblind?” The TV commercials advertising Febreze have shown friends and family taking their loved ones into a room that is a magnetized version of what their room actually smells like. For example, a women owes cats and has become nose blind by the stench. Her friends bring her home one-day and lead to a more dramatized version of her house. When she walks in, she sees a room surrounded with numerous cats and a cat shaped couch. Although I have not seen the #noseblind on any of Febreze’s television ads, there are videos on YouTube that display the hashtag. This new concept of #noseblind has made connecting to their audience a lot easier, and is not only found on their YouTube account but also on all of their platforms. It is also simple to share, comment, and re-post items on these platforms. Febreze also does an excellent job at posting regularly to keep their audience engaged.
As someone who is attentive to having a quality smelling house, I would say their strategy is to make consumers self-conscious about the smells around them. Nobody wants to be that person who invites friends and family over and realizes that their house smells strange. Although the message is not meant to be terrorizing, I cannot help but feel fearful that I might be that person. One of their YouTube videos shows a mother who is being told one at a time by her family that they are moving out because of the stench in their home. When watching this, I am consistently reminded that anyone can go nose blind. Whether their strategy is awareness or fear, I must say that their campaign objectives are definitely working.