How Febreze hijacked listeners’ playlists by creating a “catchy AF” song instead of an ad
When a household CPG brand known for odor-elimination takes on streaming radio ads, what would you expect to hear? A soothing voiceover, plenty of claims, and 10 seconds of legal jargon jammed onto the end—right? Snoozesville.
The fact is, Pandora listeners have been conditioned to ignore ads. Once that fast-talking voice pops up and crams 300 words into 30 seconds (yada yada yada), listeners tune out. But what if that ad was just as awesome as the song that comes before and after it? Well then, you’ve got yourself an earworm.
Our undeniable truth: for moms, the Holidays are a time of stress, stinks, and craziness. This became the impetus behind our holiday song, “Live Naughty, Smell Nice” (in partnership with A Bad Moms Christmas), which influenced the bad-a$$ attitude of our holiday song ad.
We gave moms an anthem to blast during those stressful holiday moments, a hip-hop-influenced, bad girls party track that sounds like it could be on M.I.A.’s next album.
Before folks knew what hit them, they were singing along and looking for the thumbs up button, only to find out that the song with the sick beat was actually an ad for Febreze.
"Bad Moms" Song Lyrics
Yeah I know I burned them
But we still gonna serve them
The fam will never judge me
Cause our house still smells lovely
Live Naughty, Smell Nice
We’re ordering pizza
on Christmas night
Cool as the North Pole
The stink’s overflowing but it’s under control
‘Tis the season to smell nice
from the toilet to the fridge
With Febreze you can live naughty
Make the Holidays your…
Breathe Happy Febreze
Fa, la, la, la, la