GREY NEW YORK, New York / PROCTER & GAMBLE / 2012
Febreze – the air freshener from Procter & Gamble - wanted to prove to the sceptics that it really eliminates the toughest odours. No matter what!The entire campaign evolved around a series of real world experiments based on the universal insight that you can close your eyes, but you can never turn off your nose.
The experiments were all conducted to prove that Febreze could tackle even the toughest odour challenges, no matter what, The experiments were turned TV spots, print advertising, interactive digital experiments, online film, UGC documentaries, live stunts and even a an Olympic sponsorship.The Breathe Happy smell experiments were launched.Here people were given a first-hand experience that Febreze really works through real smell experiments. People right off the street were blindfolded and exposed to smelly items. They described what they smelled and witnessed first hand that Febreze really works.
After an extensive, and at some times horrifying, search of every sport and their odors, we found one clear winner: Wrestling. And no country takes wrestling more seriously than Azerbaijan.This proud nation boasts wrestling as its national sport and welcomed our offer of partnership. And thus the Febreze Official Sponsorship of the Azerbaijani Olympic Wrestling Team was born.We flew the team to London and let them work up an Olympic sized stink. We then conducted a series of Febreze Experiments by having blindfolded and unsuspecting people smell the team’s sweaty jockstraps, shoes, etc (after they had been Febrezed of course). When we asked them what they could smell we got answers like: “a Strawberry Milkshake” and “Passion fruit”.
This campaign is still running throughout the London 2012 and beyond so the results are preliminary. With the unusual sponsorship of the Azerbaijani wrestlers Febreze managed to put a creative spin on the corporate P&G Olympic Partnership.
The biggest odour challenge at the Olympics was defeated and people in London were given a first hand experience of the efficacy of Febreze.
The sponsorship generated 11 different documentary shorts that were shared with more than 1,000,000 Febreze fans on Facebook.
As part of the global Febreze campaign, 1,100,000,000 media impressions were generated, and Febreze grew its share in a soft market with more people attributing odour elimination to the brand than before.