We were tasked to prove that Febreze works to people who thought it only covered up odors with perfume. First we removed the perfume from Febreze’s formula, then set out to find doubters by conducting focus groups and reviewing our Facebook comments. Next, we showed up at the doubters’ doorsteps, asked them to produce their smelliest item and sprayed it with perfume-free Febreze. None of the doubters could smell anything and, one by one, they agreed that Febreze actually works. The confrontations were filmed and turned into TV and digital content, to prove the power of Febreze to the world.

The doubters whom we confronted were all converted into Febreze believers. Some of them even apologized to the brand for doubting its odor elimination power. Several of them hugged our moderators and everyone asked if they could keep the Febreze bottle. We filmed these moments and turned them into TV and digital content to spread the word of Febreze’s true odor elimination technology.

The Febreze Fabric Refresher business saw an astounding 41% lift in sales while the campaign was in market. (Oh, and we released the perfume-free Febreze as a real product.)