Febreze: Granny by Grey Dusseldorf for Febreze

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Febreze: Granny

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Industry Air Fresheners
Media Film
Market Germany
Agency Grey Dusseldorf
Released September 2010

Awards

Effie Awards 2011
The Winners FMCG Bronze

Credits & Description

Despite experiencing success in the late 90s, Febreze wanted to grow the fabric refresher category by giving their regular users a reason to buy Fabric Spray more often, instead of buying it only when they have an odour problem in their house

In fact, Febreze Fabric Spray loses about 70% of its consumers every year because they buy the product once and then forget about it. However, these new users account for 40% of business. Turning them into regular users would have a massive impact on sales.

Their objectives? Increase both sales and market penetration by 10%.

With the main focus of the campaign being television ads and the hugely popular tag line of ‘Washing the unwashables’, sales grew by 17% in the UK and 22% in Germany. Fabreze also succeeded in achieving their second objective with over 20% market penetration in both of the key markets.
Title "Granny"
Agency Grey Group Germany
City Düsseldorf
Advertiser Procter & Gamble
Brand Name Febreze
Category FMCG
Market Germany, United Kingdom
Country of Production Germany