Account Planning Steven Bayley | Dafna Linden Creatives Molly Prunka | Kara Cohen

Business Objectives

Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.

The Target

New Segment: New Users Mothers 35-54 with kids 6-17 in the house2 bottles / year.

The Target

“Uber Organizers” AKA “Miss Perfect”

The Confession

“I strive to be the perfect mom, the perfect friend, the perfect wife, the perfect worker bee etc... I don’t even know who I am anymore” - “Dawn” on positivelypositive.com

The Barrier

Our Target “Miss Perfect” perceives Febreze users as dirty.

The Nightmare

Unannounced Guests Showing Up On Your Doorstep.

hatersbehatin.com

research

Febreze is a product for lazy people who don’t want to actually clean something. And how about that piece of ... tagline- “For all the things you can’t wash, wash it with Febreze!”

mothering.com

researchresearch

Challenge

Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze simplifies her life.

Insight

Women are their own harshest critics.

Strategy

It’s ok to have fun and let Febreze do the dirty work.

The big idea

Febreze moms have more fun.

Thank You!