Feng Beiqing: From 0 to 1, become the leader of the new category of Chinese fabric sterilization

Febreze is a Japanese household cleaning brand. The product is a no-washing, sterilizing and deodorizing spray specifically for household fabrics. It is the sales champion of similar products in Japan. The brand hopes to fully explore the Chinese market and develop the public's consumption habits for this product. The goal of brand establishment, market development and sales growth.

Case details

Brand: Febreze

Brand owner: P&G Procter & Gamble

Main agency : MT Mengtong

Put on the market : Mainland China

Delivery time : January 2017-February 2020

Industry: Daily chemical products

Media channels : App, social media, video website search engine

Budget : 10 million

Case summary

Chinese people have the habit of cleaning houses and clothing on a daily basis, but many people neglect to clean some special fabrics. Difficult-to-wash fabrics cause people to either not wash them or repurchase them, causing health problems or waste of resources....

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