creative brief

1. Febreze Air Effects
A Creative Brief by Courtney Emert and Claire Christopherson
(“Febreze Air Effects Spray,” n.d.)

2. Executive Summary
The following research was conducted by Courtney Emert
and Claire Christopherson to analyze Procter and Gamble’s
product, Febreze Air Effects. The research was obtained
through various sources such as Mintel, RedBooks, and
Procter and Gamble’s home website.
This creative brief showcases Febreze’s features, target
audience, benefits, brand image, ethnographic research,
competitors and future goals. Febreze has created a large
brand image that is considered a leading competitor among
the air care market.
(“Febreze Air Effects Spray,” n.d.)

3. Table of Contents
Background Information/Target Audience
Pg. 4
Features and Benefits
Pg. 5
Brand Image
Current Brand Image/ Desired Brand Image
Pg. 6
Competitors
Direct Competitors/ Indirect Competitors
Pg. 7
Ethnographic Research
Pg. 8-9
Goals
Advertising Goal/ Strategic Message
Pg. 10
References
Pg. 11
(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)

4. William Procter and James Gamble launched their joint company, Procter and Gamble in Cincinnati, Ohio in 1837.
They combined their areas of expertise to sell soaps and candles. The company’s overwhelming success led to the
brand’s expansion. Procter and Gamble progressed from a small business in Ohio to one of the largest multinational
corporations in America. (“A Company History,” 2006).
Procter and Gamble launched Febreze Air Effects in 2004. The product marked the company’s entrance into the Air
Care industry. Febreze Air Effects is a household odor eliminating spray. (“Febreze Air Effects,” April 2015). The product
quickly became a success and gained vast approval among household users increasing from 50 percent in 2009 to 60
percent. (“Air Care-U.S..,” March 2015).
Today, Procter and Gamble has the second largest market share “due to the presence of its Frebreze brand across
air care segments.” Febreze is considered a top-of-mind awareness brand and continues to have success in the air care
market. (“Air Care U.S.,” March 2015).
Demographics:
81 percent of home air care users are adults. (“Air Care-U.S.,” March 2015).
Parents of children under the age of 18 are avid consumers of air care products. (“Air Care-U.S.,” March 2015).
Women are more likely to purchase air care products than men. (“Air Care-U.S.,” March 2015).
Psychographics:
People that work from home are more likely to use air fresheners to embody relaxation in the workplace and home.
(“Air Care-U.S.,” March 2015).
Younger women are more likely to desire/need air care products to manage stress and anxiety. (“Air Care-U.S.,” March
2015).
Families use air care products to reduce allergens to allow for a more “clean” and functional benefit in their home. (“Air
Care-U.S.,” March 2015).
Background Information
Target Audience
4(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)

5. Features & BenefitsLight Mist Spray
Light mist spray is clear and dries instantly leaving furniture and
other odorous surfaces refreshed and clean.
Packaging
Brand Name
Different Scents
Eliminates Odors
Easy To Use
Environmentally Friendly
Safe for Animals
Affordable
This cleaning product does not contain any harsh chemicals.
It is easier than ever to eliminate pet odors around the home as this product is safe to use around cats
and dogs.
Febreze is often sold in combo packs for a lesser price, and coupons are offered.
Quickly and efficiently eliminates odors with one spray.
Trusted line of household products used to eliminate odors and
leave a fresh scent.
Other Benefits
With the wide variety of scents to choose from, users can eliminate
odors in their homes with their favorite fragrance.
Aesthetically appealing packaging can be left out without being a
distraction from home decor.
No need to worry about harsh odors eventually returning.
Collection Variety
Consumers can select a product that fits their specific needs in-
cluding Heavy Duty, Sleep Serenity, Allergen Reducer and Spring
Collection.
5Image: (“Febreze Air Effects Spray,” n.d.)
from: http://groceries.iceland.co.uk/febreze-air-effects-air-freshener-spray-cotton-fresh-300ml/p/5236
Information: (“Febreze Air Effects,” n.d.)

6. Customers enjoy using Febreze Air Effects because of the trusted household name. The variety of scents and
collections cater directly to consumers specific needs and wants such as relaxation and allergen reducer air
fresheners.
“Febreze achieves its strongest household penetration among those aged 18-24.” (“Air Care-U.S.”March 2015).
The younger generation is drawn to this product because it is considered a newer and more updated brand
in comparison to its competitors. 60 percent of adults over 18 said they prefer Febreze over other brands of air
fresheners and room deodorizers.
One reviewer gave the product a 5 star rating and said, “I really like it as it clears up bathroom, trash and
even burnt odors in an instant. I really dislike the smell of Lysol concentrate but my husband uses it in the
washer to disinfect it now and then. To my surprise, the Febreze Air Effects even eliminated that odor instantly!”
Febreze is a household name that is trusted, and committed to serving their consumers needs. (“Amazon
Customer Reviews,” 2015).
Febreze’s focus is to get closer to the consumer and focus on being sustainable (“Air Care-U.K.,”July
2014). Febreze wants to appeal to its target market by being the most efficient and effective
air freshener spray on the market. Procter and Gamble also launched an initiative focused on
environmental sustainability. This includes its long-term environmental sustainability vision which includes
“100% renewable or recycled materials for its products and packaging, having zero consumer or
manufacturing waste going to landfills and powering all of its plants with 100% renewable energy.”(“Air
Care-U.K.,” July 2014). Procter and Gamble want its products like Febreze to appeal to consumers
based on its dedication to eco-friendly production methods and consumer needs.
Brand Image
Current Brand Image
Desired Brand Image
6(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)

7. SC Johnson:
Glade is one of Febreze’s top competitors. Glade Relaxing Zen five-in-one Air Fresheners offers five benefits including
acting within seconds, eliminating odors, freshening the air, using a high-quality fragrance and providing freshness that
will last. Oust is another SC Johnson brand that includes an air freshener line. (“Air Care-U.K.,” July 2014).
Method:
Method is a direct competitor because of it’s has a wide variety of eco-friendly air refreshers that are
“designed with revolutionary pressurized air technology.” Method has an advantage in marketing
environmentally friendly products, as that is their primary focus as a brand. (“Method | air refresher,” April 2015).
Reckitt Benckiser:
Air Wick Air directly competes with Febreze Air Effects because it is packaged in a similar aerosol spray can packaging.
Air Wick Air offers four benefits in each product including a fresh fragrance, odor elimination, the ability to act within
seconds of spraying, and also claims to eliminate odors for up to one hour. (“Air Care-U.K.,”July 2014).
Bath and Body Works:
Bath and Body Works is an indirect competitor because some people prefer to refresh the smell of their homes using
candles. Candles are reported to be the second most popular air care product used by 55 percent of adult users
behind home air fresheners. (“Air Care-U.S.”, March 2015).
Yankee Candle Company, Inc.:
Yankee Candle Company, Inc. is an indirect competitor because it offers over 150 scents of candles including seasonal
fragrances and relaxation collections. They own stores in various shopping centers, as well as malls, and is offered in
grocery stores like Walmart and Target. (“Candles-U.S.”, August 2013).
Competitors
Direct Competitors
Indirect Competitors
7(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)

8. 8
Ethnographic Research
(“Febreze Air Effects Spray,” n.d.)
Claire Christopherson and Courtney Emert observed six women between the
ages of 19 and 24 using Febreze Air Effects in Linen and Sky scent. Two of the
participants lived in apartments with at least three other roommates, two of the
participants lived in a sorority house, and two participants lived in dorm rooms.
Christopherson and Emert observed how each participant used the odor
eliminating spray and where she used it the most.
Product Usage:
The participants used linen and sky scented Febreze Air Effects to refresh the smell of their
room, clothes, bedding, shoes, etc. Basically, sprayed on anything they wanted to smell
better. To use the product, they simply would touch the trigger and spray it on specific
objects or in the air. While some reactions induced smiles and happy emotions, others did
not have a reaction as if it was a habitual action while cleaning up. No other items were
necessary for the participants to use this product. Kelsey Wood and Sydney Hultz stored
their Febreze Air Effects in their desk drawers. Abby Wagle stores hers in her closet. The
participants typically used the product in the bedroom and area where they spend the
most time including their desks, closet areas, work spaces. Hultz sprayed Febreze in a
circular motion throughout her entire room and held the trigger the entire time. Wood
only sprayed on her bed and around her desk area with two second sprays each. Lily
Daily sprayed her desk, bed, closet space and window area in sideways motion spraying
left to right twice to three times. We were surprised at how much our participants sprayed
including Mary Ledom. Ledom used excessive amounts of Febreze. Many of them sprayed
for up to four seconds on small areas. A few of our participants sprayed Febreze on their
dirty laundry and in their tennis shoes. Hailey Waldenmeyer of the participants sprayed
it on her clothes while she was wearing them. Four participants said they used Febreze
Air Effects at least twice weekly while two participants said they used it once every two
weeks.

9. 9
Ethnographic Research
(“Febreze Air Effects Spray,” n.d.)
Discussion:
Febreze Air Effects is a simple product to use with high benefits. The linen and sky scent
lasts for up to an hour. We were surprised at how often and how much people used the
product. Three of our participants said they used the product three or more times each
week. Two of our participants said they used Febreze Air Effects once a week and one
of our participants said she used it once every two weeks. The majority of the people
we observed sprayed Febreze on their clothing, bedding, and living space for up to four
seconds on each item. They wanted to make their space smell fresh and enjoyable to be
in. They wanted a quick fix for their smelly tennis shoes, clothing, and laundry baskets. Most
were loyal to this brand because their family uses it, the smell reminded them of something
happy, or it was recommended to them and they have not found a better product with
benefits. The majority of the people we interviewed also said it was a convenient brand
to buy because it is easily found in many stores around where they live. Most of the
participants we observed sprayed the Febreze Air Effects in both circular and zig-zag
motions. We were not surprised by any of the ways that they used the product.

10. Febreze is used predominantly by older females and mothers
of households. Febreze wants to widen their audience
spectrum to a younger consumer base including college
students.
“#noseblind” is an promotional campaign endorsed by
actress, Jane Lynch. This strategy is expected to improve
sales, and broaden the target market to young adults by
using humor and extreme situations to market its products in
a entertaining way.
(“Air Care- U.S.,” March 2015).
Febreze seeks to eliminate odors found commonly in households by providing a sense of cleanliness
and comfort to its consumers. The fresh scent and easy to use bottle offer various benefits ensuring the
consumer of a reliable product.
GoalsAdvertising Goals
Strategic Message
10(“Febreze Air Freshener & Odor Eliminator Products,” n.d.)
(“Jane Lynch: Singing My Last Glee Song Was ‘Brutal,’ We Remember Cory Monteith All the Time,” n.d.)

11. ReferencesA Company History. (2006). pg.com, Retrieved online on 2015, April 20
from:http://www.pg.com/translations/history_pdf/english_history.pdf
Air Care - US. (March 2015). Mintel.com, Retrieved online on 2015, April 10 from:
http://academic.mintel.com.www2.lib.ku.edu/display/732581/?highlight.
Air Care UK. (July, 2014). Mintel.com, Retrieved online on 2015, April 13
from:http://academic.mintel.com.www2.lib.ku.edu/display/709474/?highlight#hit1
Air Care-US. (March 2015). Mintel.com, Retrieved online on 2015, April 11 from:
http://academic.mintel.com.www2.lib.ku.edu/display/732581/?highlight#hit1
Air Effects Spray. (n.d.). febreze.com, Retrieved online on 2015, April 10
from:http://www.febreze.com/en-US/products/febreze-air-effects
Business Summary:The Yankee Candle Company Inc.(2015). Redbooks.com, Retrieved online on 2015, April 25 from:
http://www.redbooks.com.www2.lib.ku.edu/advertiser/YANKEE_CANDLE_COMPANY_INCORPORATED/
Candles-US. (August 2013). Mintel.com, Retrieved online on 2015, April 27 from:
http://academic.mintel.com.www2.lib.ku.edu/display/674865/?highlight#hit1
Febreze Air Effects. (n.d.). pgpro.com, Retrieved online on 2015, April 11
from:https://www.pgpro.com/brands/febreze/febreze-air-effects/
Febreze Air Effects Linen & Sky Air Freshener (9.7 Oz) (Pack of 9) õ Customer Reviews. (n.d.). Retrieved April 29, 2015,
from http://www.amazon.com/Febreze-Effects-Linen-Freshener-Pack/product-reviews/B001E5D4BW/ref=cm_cr_dp_see_all_bt-
m?ie=UTF8&showViewpoints=1&sortBy=bySubmissionDateDescending
Febreze Air Effects Spray. (n.d.). Retrieved April 28, 2015,
from: http://groceries.iceland.co.uk/febreze-air-effects-air-freshener-spray-cotton-fresh-300ml/p/52363
Febreze Air Freshener & Odor Eliminator Products. (n.d.). Retrieved April 28, 2015,
from http://www.febreze.com/en-US/index.aspx
Jane Lynch: Singing My Last Glee Song Was ìBrutal,î We Remember Cory Monteith All the Time. (n.d.). Retrieved April
29, 2015, from http://www.usmagazine.com/celebrity-news/news/jane-lynch-talks-glees-series-finale-singing-my-last-song-
was-brutal-2015272
Method | air refresher. (n.d.). Retrieved April 29, 2015, from http://methodhome.com/product-category/air-refresher/
Noseblind 101. (n.d.). febreze.com, Retrieved online on 2015, April 12
from:http://www.febreze.com/en-US/noseblind
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