Project #3 Febreze Problem Problem
Opportunity Opportunity
Background
Research Highlights
We commissioned research study with 40 women that represents our target audience and these were the results:
29+71+A
Febreze is a brand of household odor eliminator manufactured by P&G, First introduced in 1993. Febreze enjoys a market share of between 71% in the US. However, market size has softened despite competitive entries from Glade & Lysol.
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Business Objective 2.04 3.74
Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.
Core Audience
Would you use Febreze? Yes, I love it
Insight Women are their own harshest critics.
Strategy
Miss Perfect’s Nightmare
The Big Idea
Barrier “Miss Perfect” perceives Febreze users as dirty.
Challenge Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze simplifies her life.
The obligatory other 40 total votes
Mothers 35-54 with kids 6-17 in the house. Superwoman with one mission in mind: Perfection. Type A - “Uber Organizers” AKA “Miss Perfect”.
Unannounced Guests Showing Up On Your Doorstep.
No, ew.
Febreze helps you keep up appearances
Every woman has dirty little secrets.
Creative Execution Billboards, magazine ads, facebook and twitter campigen.
Digital Component Secrets of the mist is an anonymous Facebook confession wall and twitter feed where Miss Perfect can let loose and unburden herself of the weight of her own deepest imperfections. Its OK to be a little inappropriate... no one will know its you...