Febreze’s Strategy That Doubled Its Sales Instantly

Today, “A happy breath.” Febreze, which is engraved in our memories with its slogan and which many of us love to use, by chance It was found and it wasn’t popular enough when it first came out.

Later, the marketing team discovered something new as a result of their research in the field and implemented it. In this way, Febreze 230 million dollars in 1 year got it. Let’s quickly explain how it happens.

Febreze, sold under the umbrella of P&G, was actually discovered by mistake.

P&G, which stands for “Procter & Gamble”, is a US-based company that produces consumer chemical products. It was founded a long time ago, to 1837 based brand; It generally produces personal care, hygiene and various cleaning products.

The emergence of Febreze, which entered our lives under the umbrella of P&G in 1996, happened by chance, thanks to a chemist at the company who was addicted to cigarettes. One day, he worked on an article at the company and when he came home, his wife told him you don’t smell like cigarettes he said. The man had unknowingly discovered a spray that traps odors. Of course, this excited the brand and the marketing team started its work.

The product is available in some regions.

The marketing team working in the field encountered a ranger. In his mid-20s; She was a woman whose job was to catch raccoons, wolves and skunks. Especially when skunks are caught a bad smell It was spraying. Everything in the woman’s house, including herself, had a skunk smell.

Marketers took the opportunity to introduce Febreze and the woman jumped with joy. Indeed, there was no trace of the smell left and now he could invite people to his home. Marketing team like this talked to many people and made a home visit.

Not everyone reacted the same way as the village guard.

This house-to-house marketing strategy made the marketers realize something. People smell bad It didn’t matter that much. They had gained immunity. For example, if you have 3 dogs at home, someone coming from outside can smell the smell in the house, but you are probably immune.

There were similar situations when the Febreze team knocked on doors. For example, a woman living with 9 cats said there was no odor in her house, but she used Febreze. for cleaning purposes He said he liked using it. On the other hand, the team had smelled something even when they were at the door.

They decided to change their advertising strategy.

They watched how the woman who had cats in her house did the cleaning. She tidies up the mess, covers the beds, and finally final touch with a smiling face He was spraying Febreze. Over the years, the brand has accumulated videos of people cleaning at home. Febreze was a kind of post-cleaning product.

Their new strategy included perfume, and instead of focusing entirely on eliminating bad odors, it also added perfume. Adding a new atmosphere to the home was emphasized. If the slogan is “It cleans the bad odors of life.” had happened.

This is how Febreze was reintroduced.

In the advertisements of the relaunched brand, people say; They were spraying Febreze on their freshly cleaned homes and clothes. Consumers will use Febreze at least within 1 year $230 million spent money and the brand doubled its sales.

If this story Analyzing consumer habits It showed how important it is to create or change a smart strategy that suits it.

Let’s leave the Febreze commercial starring Selim Bey here:

The ad starts from the 16th second.

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