The Problem: Febreze is only purchased for cleaning to get rid of nasty odors.
The Insight: 75% of all emotions generated every day are due to smell, and specific scents reactivate happy memories. These seven scents include: Warm tea, Gasoline, Cherry, Bonfire smoke, Fresh rain, Cinnamon, Balsam, and Fresh-baked pastries.
The Big Idea: Breathe Happy – Febreze helps you relive your happiest memories, capitalize on Febreze’s existing tagline, “Breathe Happy”.
Art Direction: Lucy Bickel
Copywriting: Georgia Curtis
Breathe Happy Signature Line:
OOH/Digital:
Smell Your City Experiential/UGC:
Located in parks across major cities, like Central Park and Boston Commons, participants will take a Buzzfeed-style quiz. The answers they select will correspond to a location in that city where they can make a happy memory. After they take the quiz, they will receive a mini-Febreze of that location’s scent that will lead them to their destination. At that city-specific destination, the participant will receive an exclusive deal and experience. Major UGC potential.
Febreze x Hilton:
Bring a little bit of your vacation city back to your home with exclusive travel-size Febreze in select hotels in US cities.
ChatGPT Custom Scent Generator:
The perfect gift for your loved one. Utilizing ChatGPT’s storytelling power and integrating it into Febreze’s website, once you type your memory into ChatGPT, it will create a specific scent profile so you can relive the treasured moment. You can order your memory’s scent right there on Febreze’s website.
