Miami Ad School Febreze Case Study

1. Account Planning Steven Bayley | Dafna Linden Creatives Molly Prunka | Kara Cohen

2. Business Objectives
Get people to use more Febreze in order
to reach the benchmarks of 2.04 million
and 3.74 million additional units.

3. The Target
New Segment: New Users
Mothers 35-54 with kids 6-17 in the house
2 bottles / year.

4. The Target
“Uber Organizers” AKA “Miss Perfect”

7. 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

8. The Barrier
Our Target “Miss Perfect” perceives Febreze users as dirty.

11. The Nightmare
Unannounced Guests Showing Up On Your Doorstep.

12. 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!”
hatersbehatin.com

13. research
mothering.com

14. Challenge
Get “Miss Perfect” to overcome her prejudice
against Febreze, and show her how Febreze

15. Insight
Women are their own harshest critics.

16. Strategy
It’s ok to have fun and let Febreze do the dirty work.

17. The big idea
Febreze moms have more fun.

23. Thank You!