FEBREZE HOME COLLECTION by Landor New York for Febreze

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FEBREZE HOME COLLECTION

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Industry Air Fresheners
Media Design & Branding
Market United States
Agency Landor New York
Released July 2009

Credits & Description

Category: Home Maintenance Products
Advertiser: PROCTER & GAMBLE
Product/Service: AIRCARE & HOME FRAGRANCE
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Design Director: Valerie Aurilio (Landor Associates)
Associate Account Director: Amy Bose (Landor Associates)
Senior Designer: Suzanne Reusch (Landor Associates)
Account Manager: Virginia Hultman (Landor Associates)
Design Manager: Kara Cain (Procter & Gamble)
Media placement: flameless luminary - food, drug, mass retail - 1 July 2009
Media placement: candle - food, drug, mass retail - 1 July 2009
Media placement: reed diffuser - food, drug, mass retail - 1 July 2009

Describe the challenges and key objectives
Our challenges were to help the Scent Expressive consumer see the Febreze brand as more than just a step in her cleaning regimen, and to create an attractive proposition for big retailers. We learned that the Scent Expressive is a modern woman influenced by classic style; she takes great pride in her home and enjoys decorating it. She loves the “treasure hunt” aspect of shopping for décor items, delighting in unique details of new pieces she finds. Our objective was to create the Febreze Home Collection, a premium line of specialty-inspired, home fragrance products, which would expand the aircare category not only for Febreze, but also for retailers.

Describe the brief from the client
Febreze consumers have traditionally bought the brand to eliminate household odours, knowing they will enjoy the light scent and usage experience. The brand knew that Scent Expressive consumers were buying Febreze products in the aircare aisle for general household cleanliness, and were also buying home fragrance products from speciality stores for ambiance and home decor. Febreze realized there was an opportunity to stretch the brand to include home fragrance within the traditional aircare category. We were asked to bring a specialty experience into the aisles of grocery and mass, stretching Febreze’s equity beyond cleaning to a premium home fragrance experience.

Describe how you arrived at the final design
Traditional Febreze blue and white equities reinforced cleaning, so we needed to expand our design palette. To create a feeling of warmth and richness, we used glass and authentic woods, highlighted with illuminated neutral tones, which elevated the brand to the home fragrance positioning. We celebrated scent variety not through aircare category scent-photography norms, but through home décor-inspired patterns. We leveraged relationships with local boutique owners to confirm home décor trends in the market. This helped ensure we had a wide variety of designs that would satisfy her “treasure hunt” for unique home fragrance pieces for her home.

Give some indication of how successful the outcome was in the market
The result has over-delivered on the brand’s sales goals.