Febreze Hand Out
About Febreze
Febreze is owned by Procter and Gamble an umbrella company that last year made 7.7 billion
dollars.
Febreze’s main selling point is that it eliminates odours as opposed to just masking them
Febreze was the first household aerosol to introduce an eliminating agent into its formula
The USP of this product is that it eliminates odours and also has a unique trigger on the bottle which
makes spraying easier.
The Competition
The main rivals for this product are Glade and Airwick
Although they don’t produce as many aerosol products as Febreze sticking mainly to candles and
scented oils, they all the fight for domination of the household
Rival Companies Ad analysis
These two companies choose to stick to a similar form and narrative.
They are both series as they use in Glade’s case the same actress or in Air wick’s case use of CG
animals.
They both choose to focus on stay at home middle aged mothers, although this could be seen as the
most appropriate target audience for products of this nature by todays social standards it could be
seen as highly sexist.
Even though they both showcase the soothing effects of using their products, I feel that adverts for
products off these nature are too dull and repetitive.
I feel that in order to increase sales of Febreze we should refresh the traditional codes and
conventions (calming music, a home scenario, bringing families together) in order to create an
advert that contrast against those of our competition.
Costs
I have calculated that it would cost £38’470 to air this advert on ITV across the day and in the early
evening surrounding the news.
I have chosen ITV as during the day there are mainly studio based ‘talk’ shows like Jeremy Kyle
where one half of my target audience will be watching (Class E students and unemployed as well as
Class C1/2 mothers) and also in the evening when again both sides will be watching the news or
game shows like I’m a Celebrity or Big Brother.
Target Audience
Usually the target audience for Febreze and other household products are aimed at Class C1/2 and
higher, I know this due to analysis of the advertising campaigns across a 5 year period and their
content which are all centred around characters in the group.
However I feel that there is a section of the market that is left untouched by these products and that
is Class E, mainly the student and teenagers. I feel that with an exciting ad campaign we could entice
this group to buy our product as well as convincing the ‘normal’ target audience to buy the product
too. My idea for this advert tested well with a teenage focus group.
ASA and Ofcom
A problem this advert might encounter is that some people might consider this advert to misleading.
We see that the user of Febreze has an exciting however some people might not have the exactly
same experience and complain.
However if anyone does complain we can use section 3.2 of the ASA Communications Code of
Practice t our favour as it states ‘Obvious exaggerations and claims that the average consumer who
sees the marketing communications is unlikely to take literally are allowed providing they do not
materially mislead.’
Why Should You Choose My Advert
It’s exciting (smoke machine) and contains popular music that will connect with one half of our
target audience (The song used is ‘The Devil is a Lie’ by Rick Ross an up and coming rap artist) as well
as containing the usual calm music at points to communicate with second half of our target
audience.
It isn’t sexist.
It breaks away from the traditional household cleaning spray ad campaign ad grabs the attention of
the viewer and makes them rethink what using this product might be like.