Proctor & Gamble

Febreze “Breathe Happy Campaign Launch”

In 1998, Febreze entered the air care category with a revolutionary product, rather than simply perfuming the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze became known as the odor-eliminating brand and enjoyed great success. Recognizing a good thing when they saw one, the competition responded by launching similar products that provided the same benefit. “Brand Health” data indicated that P&G had lost its distinct positioning. The company once “owned” odor elimination, but now shared this equity with competitors Glade (category leader by dollar share) and Airwick (third in the category by dollar share).

Air care brands became indistinguishable. As competitors expanded to offer products similar to Febreze, the category became nebulous. Innovation from any camp was replicated and marketing efforts were immediately countered. Products became increasingly similar with indistinguishable claims. Almost all advertising featured generic imagery, presenting freshness fantasies in idealized worlds. Toxic levels of advertising diluted P&G’s marketing efforts and made people unable to tell the brands apart.

Cynical consumers ceased to believe brand claims and Febreze growth declined. Research revealed that the company’s audience (25- to 65-year-old moms who want constant Assurance that their homes are clean and fresh) had grown cynical about the category’s advertising. Because many cheaper, less advanced brands were making similar claims but did not live up to their promises, people struggled to know whom to believe, and became skeptical about all air care products. Consumers concluded that all brands’ claims were overinflated and bought lower-priced products. With Febreze costing up to three times more than its competitors, P&G struggled to sustain sales.

There are 3 main objectives:

1. Restore faith in Febreze’s odor-eliminating capabilities in a way consumers will remember.

2. Generate buzz for the Febreze brand and its advertising.

3. Restore the distinctiveness of the Febreze brand.

Questions:

Study the case carefully and answer the following questions.

1. Apply the principles of perception to the three insights listed in the case.

2. Are the three objectives aimed at repositioning Febreze? Explain your answer.

3. How would P&G determine whether the campaign’s objectives have been achieved?

Answer rating: 100% (QA)

1 perception is the procedure by which people select sort out and decipher upgrades into an important and cognizant image of the world Observation has technique suggestions for advertisers since custo... View the full answer