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Febreze - Breathe Happy

Febreze enlisted the help of H+K to educate consumers on the full Febreze portfolio and multiple usage occasions. They also asked us to drive the global campaign idea ‘Breathe Happy’ and add local topspin. 

So our CPG team embarked on the UK’s largest odour elimination experiment to drive proof of efficacy. Celebrity host, Stephen Mulhern was used to drive pre event coverage, host video content, tweet and engage the crowds at the event.  

The experiment included 1 box, 1 man, 3 days and all the smell inducing challenges you can imagine! On day 4 we proved the stench and then Febrezed the box  before  sending in blindfolded participants to tell us what they could smell – proving the efficacy of the product’s odour elimination technology.

The experiment produced 222 pieces of coverage with a reach of 203.2 million and doubled Febreze's Facebook fans in 4 days. 92% of people agreed that “The experiment makes Febreze more memorable” and 96% increase in future purchase consideration.