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Living Room

Living Room | Febreze | Grey
Download Download JPG | 543x768px
basics
Industry: House, Garden & Pets
Media:Print
Market:Germany
Style: Minimalism
descriptioncnen
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.
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Agency:
awards
EACA Euro Effies 2011
Bronze
FMCG
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