Challenge, context & objectives

Febreze first launched in 1998 with a revolutionary new product. Instead of just masking bad smells with perfume, Febreze Fabric Refresher contained a unique formula that eliminated odours from fabrics and replaced them with a light, fresh scent. Since 2010, Febreze had launched a string of new products and line extensions in mature markets[1]. The brand enjoyed mini-bursts of growth as each of these product developments launched. This innovation propped up the brand each time for the short-term, but in the longrun the business was stagnating[2].

  1. P&G IRI/MEMRB share and sales data / Nielsen share and sales data for P&G
  2. P&G IRI/MEMRB share and sales data / Nielsen share and sales data for P&G

Our target audience is made up of modern women (aged 25 – 50) who see themselves less as housewives, but more as the "Home Chief Operating Officer", constantly managing the family and the home. Despite an endless 'todo' list and busy schedule, she wants her house to be well organised and above all, free from any kind of everyday odours. Not an easy task when pets are wandering around the home or when teenagers see no need to freshen up their stinky sneakers even once in a while[1].

  1. P&G Internal Research.