How Febreze Celebrated the Most Popular Bathroom Break of the Super Bowl
It’s a fact: The Halftime during the Super Bowl is the single most populated potty moment of the year. Which makes it a huge, ownable opportunity for a brand with a right-to-win in the bathroom. Enter: Febreze.
Febreze is synonymous with fresh, odor-free air, and the busy Super Bowl bathroom is a prime torture test for its efficacy. By dramatizing the feeling of “holding it in” while you watch unmissable football and ads, Febreze transformed the Halftime #BathroomBreak from a moment of functional release to a shared celebration of relief and freshness—if your bathroom is stocked with Febreze.
The TV spot, airing right before the halftime show, told the dramatic story with a wink, highlighting the grimaces of holding it in and the blissful relief of letting it go.
We amplified the Halftime #BathroomBreak on social platforms by supporting those two full quarters of “holding it in” and making the moment of release the biggest celebration possible.
Our idea: With everyone counting down to the moment of blissful bathroom relief, we counted up to see how long America could hold it in.
We increased the tension on social by asking people for their #GottaGoFace, airing a Facebook Live count-up (of a toilet, naturally), releasing custom memes and tons of tweets, and engaging in plenty of sassy brand interactions.
And when the big moment finally arrived—the true Halftime #BathroomBreak—we let it all go, releasing a literal and figurative confetti explosion of celebratory flush.
So did our social amplification of the Halftime #BathroomBreak work? It sure did:
· Sales spiked, both pre- and post-game
· 500,000 views on Facebook Live
· Over 3B total campaign impressions
· #BathroomBreak trended in Top 10 on Twitter
· Inclusion on many media outlets’ #SB51 recap of best ads
We created an ownable Febreze moment within the most crowded ad space of the year, the Super Bowl, and made having a fresh bathroom even more important than having a winning team.
Those with Febreze shared their fresh Halftime Bathroom Break experience, and those without…well, they learned their lesson.
America held it, we celebrated it, Febreze freshened it. Win-win-win.