Breath Happy No Matter What - New Febreze Campaign

[otohara]

This is for "real people" vs those of us who cannot tolerate the smell of this migraine inducing toxic crap.


Revolutionary campaign surprises consumers with unconventional scent experiments, proving that Febreze freshness transforms the air

CINCINNATI--(BUSINESS WIRE)-- Procter & Gambles Febreze air freshener launched its Breathe Happy campaign today, proving to real people around the world that Febreze freshness can transform the air so people can breathe happy no matter what. The revolutionary TV advertising surprises the senses of everyday people by proving Febrezes high-quality odor elimination and freshness capabilities in extreme odor experiments.

Extensive P&G research showed that consumers are strongly influenced by smell and that being surrounded by freshness can deliver happiness. A recent nationwide Scentsus by Febreze found that scent and smell is the first thing most Americans notice when they visit someones home for the first time. With scent and odors playing a powerful role in interactions, Febreze asked real people to participate in live scent experiments for the Breathe Happy campaign. In the latest television advertisements, Febreze takes over everyday environments hotels, restaurants and more to uncover real peoples reactions to odor scenarios and open consumers eyes to the air transformation that Febreze provides, even in the smelliest of places.

Breathe Happy is a first of its kind campaign in the air care industry, rooted in the Febreze brand purpose to give people the fresh air that they deserve and desire, stated Jeff Pierce, P&G Febreze External Relations. Following todays advertising launch, we will spread Breathe Happy to people everywhere delivering unique moments at events and on Facebook, helping the world to Breathe Happy no matter what their surrounding conditions. http://seekingalpha.com/news-article/1387451-new-febreze-campaign-helps-real-people-breathe-happy-no-matter-what

[PDJane]

1. If I'm going to breathe in anything in my home,

it will be made from citrus or fruit oils. Generally, however, I prefer a good cleaning and beeswax candles, along with green plants that clean the air.

Skip the multiple chemicals, thank you.

[ZombieHorde]

2. Citrus and fruit oils are multiple chemicals. You're multiple chemicals. nt

[otohara]

3. Citrus Oils Aren't Petrol-Based

are they?

Unlike the hundreds of petrol-fragrance products we are bombarded with on a daily basis.

[PDJane]

8. No. That's the point. There's always one literal type in the crowd.

[CoffeeCat]

4. Oh geez...

P&G recently announced a 20 percent increase in the price of their products. Across the board, their
product prices really have soared and air freshener is a non-essential item, as everyone knows.

You don't need Febreeze to survive, so their marketing/pr department must develop campaigns that sell product
that is currently, not moving. Price increases on a non-essential good in a tough economy--means lagging sales.

There are a lot of incentives out there for air fresheners, not just Febreeze. Air Wick and other companies
are offering high-value coupons, Target gift cards, other discounts--to get people buying.

Their campaign is interesting. P&G wants to "give people the fresh air that they deserve and
desire." So, Febreeze is now a comfort product--something you use to make your life better. They're
capitalizing on how stressed and under pressure people are (in part due to the economy) and they're
positioning Febreeze as a $4 way to make life all happy and lovely.

And the "Breath Happy no matter what their surrounding conditions" really puts a fine point on the
reality, doesn't it? If life is a disaster--just spray blueberry apricot in the air and
smell your troubles away! Oh Lord.

Many people are "treating" themselves with inexpensive items--because they can't afford to go out for
dinner or buy more expensive purchases. So, positioning that $4 can of Febreeze as a little splurge
that will impress friends and enhance quality of life--is a marketing gimmick that might work.

As a PR person with many years experience, that's my 2 cents.

[otohara]

10. Hype and Hooey

If only it were just a little blueberry/apricot.

Here's Schick's hooey on their new scented handle.

When used by first-time shavers, for whom shaving can be a rite of passage and linked to teenage romance, the scent could affix itself to fond memories, he said.

“If you now as a kid start using a shaver and it has a certain smell, the smell will be locked in with a positive feeling,” said Mr. Lindstrom, who points out in “Buyology” that for adults, the aromas of products like Play-Doh or Crayola crayons stir powerful memories. “When they grow older, they’ll have a certain feeling they have with that razor that they don’t have with another razor.”

Ms. Nagaraj of Schick said that, for young users, “the scent provides an additional linkage with this razor that strengthens their bond with it.” She added, “Scent is so evocative, and as they grow older we want this scent to be kind of another anchor that’s in their brain for this razor.”



Good Gawd, what a load of complete bullshit.

I had many years of experience in PR, marketing and promotions. I tried really hard not to outright lie in a commercial or press release. This is a matter of public health. Many people simply cannot tolerate the overkill of scents that permeate the malls, and grocery stores. They are especially damaging to children - asthma, sexual organs, allergies.

Did you know, many doctors offices, especially mammogram places, do not allow their personnel to wear perfumes and patients are asked not to on signs. Febreze is not a breath of fresh air. (their old campaign slogan)

[PDJane]

11. There are no hospitals in the downtown area

That welcome perfumes. The clinic and meditation classes I go to don't welcome them either. I am grateful, since I'm allergic to white lillies and there are too many other scents that are migraine triggers.

[diane in sf]

5. I would outlaw this crap and dryer sheets, the fumes are hard to escape just walking

down the street or getting sucked into my home from my downstairs neighbor's dryer vent--and her clothing smells just as bad--why people think this crap smells good escapes me. I tell my students if they want me to help them with their computer issues at their own desk, they can't wear clothing with that stuff on it or fresh perfume or after shave. If I was running the world I'd immediately abolish all that migraine inducing, coal tar/hydrocarbon "perfume"containing toxic garbage.

edit

[otohara]

9. Me Too

My son used Axe in high school. Telling him to not use it didn't work so well, so I threw all the smelly stuff out. If his friends came over smelling like that crap, they'd get a scent free shirt and the Axe one would hang on the fence until they left.

Years ago, I used a couple of dryer sheets years ago on a cotton sweater, which caught fire a couple days later when I was making tea on a gas stove. I could tell it was chemical, because of the way it burned, it was quick and out all by it self in a matter of seconds. It was the residue from the dryer sheet, which can undo the flammable protection they use on furniture and baby clothes. Now that has been determined to be dangerous to our health.

Schick has made a new razor and the handle smells. Check out the hooey they write on this life changing razor from the NYT's:

When used by first-time shavers, for whom shaving can be a rite of passage and linked to teenage romance, the scent could affix itself to fond memories, he said.

“If you now as a kid start using a shaver and it has a certain smell, the smell will be locked in with a positive feeling,” said Mr. Lindstrom, who points out in “Buyology” that for adults, the aromas of products like Play-Doh or Crayola crayons stir powerful memories. “When they grow older, they’ll have a certain feeling they have with that razor that they don’t have with another razor.” http://www.nytimes.com/2011/06/13/business/media/13adco.html

It's taken years to get my sinuses semi normal again, but a whiff these over-powering products give me migraines. The throw up kind!

[dixiegrrrrl]

6. The language and the syntax in that article is horrible.

Reads as if it were written by by a 12 year old...... who barely made it thru English as a second language class.

The "air care industry"?????

"proving to real people"???? ( guess not enough fake people were buying the stuff)

"so people can breathe happy no matter what." WHAT "what"?

"nationwide..." Scentsus""?????? WTF????????

And note the Facebook use as an advertising lab.

Giant barf-O-Rama.

[customerserviceguy]

7. Of course, anything can be overused

but I do credit Febreze with helping me get my truck back to drivable condition when it was stolen about ten years ago. It was missing for ten days, and the thief had left windows open, and rain poured in. That led to a nasty mold condition that stunk like hell.

Yes, I suppose I could have bought another truck with my insurance settlement, but I decided to utilize a clause to "buy back" the totalled truck from the auto insurer, and for only about $350, I had a vehicle that only needed to have an ignition switch put back in, and some cosmetic repairs. Being as I was out of work at the time, it was a very good solution for me.