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

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Challenge

Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze UKORNKſGU�JGT�NKHG�

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!