Today: “Happy Breath.” Febreze, which is etched in our memories with its slogan and which many of us like to use, 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. This way Febreze $230 million in 1 year understood. Let’s quickly explain how it happens.

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

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

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

The product is available in some regions.

The marketing team working in the field came across a forest ranger. Mid twenties; She was a woman whose job was to catch raccoons, wolves and skunks. Especially when skunks are caught a bad smell It was squirting. Everything in the woman’s home, including herself, smelled of skunk.

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

Not everyone reacted in the same way as the village guard.

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

There were similar situations when the Febreze team came knocking. For example, a woman who lived with nine cats said there was no odor in her home, but she used Febreze. for cleaning purposes He said he enjoyed using it. On the other hand, the team had already smelled something when they stood at the door.

They decided to change their advertising strategy.

They watched the woman who had cats in the house do the cleaning. She cleans up the mess, covers the beds and lastly final touch with a smiling face He injected Febreze. Over the years, the brand has collected videos of people cleaning at home. Febreze was a kind of after-cleaning product.

Their new strategy included perfume, and instead of focusing entirely on eliminating bad odors, it also added perfume. Bring a new atmosphere into your home was emphasized. As the slogan is “It cleanses the bad odors of life.” has happened.

This is how Febreze was reintroduced.

The relaunched brand’s advertisements say; They sprayed Febreze on their freshly cleaned homes and clothes. Consumers will use Febreze for at least 1 year $230 million spent money and the brand doubled its sales.

Like this story Analyzing consumer habits It showed how important it is to create or change a smart strategy to match.

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

The advertisement starts from the 16th second.

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