How Febreze freshened up holiday stinks with The Human Beat Box and The World’s Cutest Pug
There are many reasons to love the holidays—but odors around the home aren't one of them. So how do you break through the highly-saturated market of sappy Christmas ads to remind people of the reality of bad smells during the holidays? By enlisting the help of the World’s Greatest Entertainer and a trend-setting celebrity canine with a catchy take on a Christmas carol classic.
You can't deny it: The holidays stink
There are a lot of stinks in homes and online during the holiday season. We decided to freshen up both with the help of few of our favorite things: Pugs, celebrities, and Febreze. Knowing that cute animal videos and beat-boxing celebrities have a high propensity to go viral, we leveraged man and man’s best friend to help us highlight the 12 stinkiest reasons why you shouldn’t enter the holiday season without Febreze. Introducing the #12Stinks of Christmas.
Freshening up the holidays
Our ode to holiday odors is the latest track and music video we created for Febreze to help them continually freshen up the airwaves. This catchy remix, starring hip hop artist Doug E. Fresh and Internet celebrity Doug the Pug, brings together the old-school world of beat-boxing with the new-school world of Internet-famous (and utterly adorable) animal stars to create a new classic song for families to listen to year after year.
Using the hashtag #12Stinks, we introduced 12 chaotically stinky situations, proving the only way to stay truly fresh this 2016 holiday season is with Febreze. Musty stockings, burnt cookies, toilets flushing and other cringe-worthy stinks are just a few of the most offensive odors that can happen during the happiest time of the year. This new holiday classic was launched on Pandora’s most popular holiday stations and fit right in with seasonal favorites heard every year.
The festive results
To date, the campaign has earned more than 180M impressions in its first two months, with a PR push that resulted in national media coverage, including pick-ups from industry outlets such as Ad Age, MediaPost, and Mobile Marketer, as well as hip-hop-centric outlets The Knockturnal, Hollywoodlife.com, and Hype Magazine.
Sure, we knew Doug E. Fresh and Doug the Pug would gain Febreze attention this holiday season, but we didn’t foresee the bromance that blossomed between the two after they met. Even their #mcm-worthy social banter brought the brand a whole new level of earned impressions, with a rap single so catchy even Snoop Dogg and Jamie Foxx had to tweet about it.