Super Bowl 2018: Meet Dave. His Bleep Don’t Stink.
The Febreze Super Bowl 2018 commercial introduced America to the weirdly…normal world of Dave—the only man in the world whose bleep don’t stink.
And the Febreze Super Bowl 2018 social campaign helped remind Americans that they aren’t Dave, and therefore definitely need Febreze in the bathroom during their Super Bowl parties.
In the weeks before the game, we urged people to get #BathroomReady with Febreze, all to get cans in carts, and Febreze on those party prep lists.
We even launched a countdown to the Big Game, driving home just how important Febreze is to potty-party freshness.
And, of course, we had to throw in some reminder memes as well:
As the game approached, we launched Dave’s story on Twitter and YouTube, teasing the final commercial that would soon air on Super Bowl Sunday.
Finally, the big night arrived, and the TV spot aired. We used Twitter to amplify #BleepDontStink through our own content and smart interactions with other brands.
And the user-generated content poured in, with tons of fans and celebs making their own memes, comments, and inclusions in the #BleepDontStink conversation.
Through #BathroomReady reminders and #BleepDontStink social spread, we succeeded in keeping Febreze top of mind (and in the bathroom) during Super Bowl 2018:
· Sales spiked, both pre- and post-game
· Over 3.6B total campaign impressions
· #BleepDontStink trended in the top 5 amongst Super Bowl advertisers
· Inclusion on many media outlets’ #SB52 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 a must-have for all those whose bleep do stink.