We branded the coat hangers in drycleaners all over the country.

They featured different suggestions on different hangers, demonstrating a variety of possible usage occasions for refreshing household fabrics that were typically more difficult to wash or dry-clean than the articles they were taking home. So every hanger picked up by dry-cleaning customers contained a hint of what fabric in their lives could use a little refreshment once in a while with Febreze.

Amazing results proved our strategy right!

Not only that our value share grew ix 116 vs. pre-period but penetration also grew ix 113 versus previous year.

Unaided brand awareness reached an all-time high of 64%.