Febreze Origins:
Smells Like Luxury, Works like Febreze
There’s nothing shoppers love more than a low-cost dupe for a high-end product. So when the Internet discovered that the Febreze Origins collection smelled just like a certain luxury designer’s fragrance line—our campaign proved itself, and then some.
So how did we trick everyone into considering a bathroom poo spray as a fancy fragrance stand-in? By unlocking a deep desire state for scent excellence, with a touch of Febreze humor (and odor elimination efficacy).
The Febreze Origins collection looks (and smells) nothing like its Febreze brethren—it is dark, moody, and mysterious, with scents inspired by delightfully atmospheric natural elements: Wood. Forest. Ocean.
These single-name scents begat an elevated visual world, where we brought in shadowy textures and patterns inspired by each scent, with gilded text helping each message come to life.
We launched the ultimate in scent desire by pairing Origins with high-end home décor visuals and modern design elements across myriad platforms:
Facebook and Instagram posts designed as if Febreze was a designer brand
Pins that evoked a high-end home improvement vibe
eCommerce content that brought the intangible scent experience to life
With a variety of assets on a variety of platforms, we sought to make the luxurious Origins experience seamless… with a twist. We didn’t run from the punchline—we embraced that this bougie-looking spray was, in fact, Febreze. And it worked:
Engagement rate 80% higher than Pinterest industry average over first three months of launch
Video view rate 160% greater than average for Febreze Instagram assets
P&G Home Care saw 12% organic sales growth Q2 20/21, driven in part by successful launches of new brands such as Febreze Origins
