For Super Bowl LII, we introduced a spokesman for Febreze – Dave Smith, the only man in the world whose bleep don’t stink. Kind, approachable and unassuming, the work highlighted Dave as a fecal anomaly. It also pointed out a simple truth – Dave wouldn’t be at your Super Bowl party, but everyone else would be – so you better have picked up some Febreze in the week leading up to the big game. Your guests would undoubtedly be relieved to find it waiting on the top of the toilet tank and so would the person using the bathroom after them.

Taking advantage of Super Bowl hype, we meticulously planned the roll-out of our assets. Twelve days before the big game, we released an online video introducing Dave – the only man in the world whose bleep don’t stink. Coming off this, we rolled out targeted digital and social a few days later across Facebook, iMedia and Twitter. We hyped #BathroomReady to get consumers to put Febreze on their shopping lists.

Once he was revealed, Dave attended a PR launch event alongside Nick Cannon, Bethenny Frankel and Terrell Owens. And he got shout outs from the likes of Jimmy Kimmel and TODAY’s Kathie Lee and Hoda.

A few days before the game, we leaned fully into #BleepDontStink on Twitter. Night of, we kept #BleepDontStink relevant amidst the excitement of the game by going toe-to-toe with notoriously-tough Wendy’s, creating an Avocados from Mexico-inspired Febreze scent, and even trolling Tom Brady.

Febreze’s Super Bowl work proved to be a great success. Not only did Febreze achieve a 42% spike in sales, it also recorded its highest week of sales ever with 12 million Air Effects cans being sold for Super Bowl alone. From a month-by-month perspective, January and February 2018 were the highest selling January and February for Febreze ever. They were also the the highest selling January and February for Air Effects ever and the highest for smallSpaces in the past four years.

The campaign garnered 3.6 billion media impressions with 113 placements in the top 150 media outlets. Digitally, the campaign has had a total unpaid reach of 105 million and of the top 5 trending hashtags, #BleepDontStink was the only one unpaid. These results indicate that not only was Grey’s Famously Effective mission accomplished but Febreze was successfully positioned as an integral part of people’s game day experiences!