We wanted to prove that Febreze eliminates even the toughest odours but people had stopped believing our traditional advertising. From the insight that you can close your eyes but you can never shut off your nose we chose a different approach.

Febreze really works so instead of the usual TV advertising we developed large-scale real-world odour experiments and invited people off the street to experience this for themselves. Here’s how it works.1. Find the smelliest places in the world. We found a couch from the dump, a dive hotel and a disgusting restaurant in New York City. An abandoned house, a filthy kitchen, and an ancient thrift shop in Los Angeles. And finally a sketchy youth hostel in Buenos Aires. 2. Spray the place with Febreze. 3. Bring people of the street, blindfold them and ask them what they smell.

"Fresh, clean, smells like something I’d wrap my baby in", "Takes me to an open field" were some of the responses.4. Ask them to remove the blindfold and enjoy how completely shocked people are to find out where they actually are. We proved that Febreze eliminates the odours.

6 Breathe Happy Social Experiments where conducted in New York, Los Angeles, Buenos Aires and Berlin reaching people on the street in very populated areas. The reactions we got were so convincing that we turned them into our new campaign. Febreze is now the fastest growing brand at Procter & Gamble and has just passed the one billion dollar mark in sales.