Breathe Happy Campaign Fabreeze

Instructions: Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be 500-700 words (total not each), be in APA format, use outside research and represent overall college level work. Turnitin will be used to check for originality
READING AND QUESTIONS Below: Book Consumer Behavior 11 edition, Author Leon Schiffman:

Case Six: Procter & Gamble: Febreze “Breathe Happy Campaign Launch”

Lead Agency: GREY

Strategic Challenges

Febreze was once a breath of fresh air in the category, but the competition caught up.

In 1998, Febreze entered the air care category with a revolutionary product. Rather than simply perfuming the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze became known as THE odor-eliminating brand and enjoyed great success. Recognizing a good thing when they saw one, the competition responded by launching similar products that provided the same benefit. “Brand Health” data indicated that P&G had lost its distinct positioning. The company once “owned” odor elimination, but now shared this equity with competitors Glade (category leader by dollar share) and Airwick (third in the category by dollar share).
166 167

Air care brands became indistinguishable.

As competitors expanded to offer products similar to Febreze, the category became nebulous. Innovation from any camp was replicated and marketing efforts were immediately countered. Products became increasingly similar with indistinguishable claims. Almost all advertising featured generic imagery, presenting freshness fantasies in idealized worlds. Toxic levels of advertising diluted P&G’s marketing efforts and made people unable to tell the brands apart.

Instructions: Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be 500-700 words (total not each), be in APA format, use outside research and represent overall college level work. Turnitin will be used to check for originality
READING AND QUESTIONS Below: Book Consumer Behavior 11 edition, Author Leon Schiffman:

Case Six: Procter & Gamble: Febreze “Breathe Happy Campaign Launch”

Lead Agency: GREY

Strategic Challenges

Febreze was once a breath of fresh air in the category, but the competition caught up.

In 1998, Febreze entered the air care category with a revolutionary product. Rather than simply perfuming the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze became known as THE odor-eliminating brand and enjoyed great success. Recognizing a good thing when they saw one, the competition responded by launching similar products that provided the same benefit. “Brand Health” data indicated that P&G had lost its distinct positioning. The company once “owned” odor elimination, but now shared this equity with competitors Glade (category leader by dollar share) and Airwick (third in the category by dollar share).
166 167

Air care brands became indistinguishable.

As competitors expanded to offer products similar to Febreze, the category became nebulous. Innovation from any camp was replicated and marketing efforts were immediately countered. Products became increasingly similar with indistinguishable claims. Almost all advertising featured generic imagery, presenting freshness fantasies in idealized worlds. Toxic levels of advertising diluted P&G’s marketing efforts and made people unable to tell the brands apart.