TAXI DELIVERS KNOCKOUT PUNCH - Strategy

This Canadian-driven campaign has been picked up globally
Three years later, with the Febreze brand continuing to build
out within the wider air-care market – including the launch of
NOTICEables plug-in products in 2006 and candles in July ’07 – the
Canadian strategy of encouraging trial and showcasing all the uses
and effi cacy of the line still resonates.
Febreze has gone from last-to-market, third-place standing in
Canada to hit top dog sales in the air-care business in Q1 ’08. This
is the second year that the Febreze Canadian business is the growth
leader globally and for P&G Canada, and it’s the only market globally
that is growing household penetration on the Fabric Refresher side.
“We started as number three,” recalls Thrun, “and last year we solidifi ed
as number two. We achieved number one status in April 2008 in Canada
in this category, the only country where we’ve got number one status.”
I was practically living with
consumers over the past year
and a half
A “Seven-Day Challenge” educational effort led the initiative,
followed by the “In the Know” spots. “People understood what
Febreze stood for,” elaborates Thrun, “It was about making it
relevant to their everyday life. ‘How is it important for me?’ That’s
what the spots were focused on: ‘These are the odour cues you might
have as well.’”
Curiously, the campaign that conveyed this strategy of addressing
trial barriers was pieced together by scanning creative sourced
from other P&G markets globally. “One of the pieces that I’m a big
proponent of is looking for effi ciencies,” says Thrun. “We looked at an
Australian launch spot and did some testing, but it didn’t quite move
the needle, so we looked again.”
Ultimately, Thrun and P&G brand manager Judy Okten – a key
player in bringing the insights to life by working with consumers and
overseeing the creative-quiltwork effort – found two 60-second U.S.
DRTV spots that covered the right territory and worked with Grey New
York to create two 30-second Canadian versions focused on education
and driving trial. And they did it in three months at 10% of the typical
cost, yielding best-in-class recall and brand linkage to boot.
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visit royalroads.ca or call 1-877-778-6227. VICTORIA, BC