Advertising Case Studies
1. Consumer Packaged Goods- Household Products: Febreze Air Effects TV Spot
The advertisement I was chosen is for Febreze Air Effects Commercial. There’s a series of commercials published on TV in 2015 with different theme.
Do your bathroom smell?
Youtube: https://www.youtube.com/watch?v=-Lul6kftl-8
Do your home smell?
Youtube: https://www.youtube.com/watch?v=GqqRdtFTdLE
Does your man cave smell?
Youtube: https://www.youtube.com/watch?v=sbXCFkntv9g
Does your car smell?
Youtube: https://www.youtube.com/watch?v=k-6WDOSi62g
Facebook: https://www.facebook.com/febreze/
Twitter: https://twitter.com/febreze_fresh
2. The purpose of advertising
Febreze published a series of commercials with different themes; Febreze Air Effects Commercials conveys one essential standpoint though this series of commercials: You think your house smells fine, but other people might smell something else. Febreze can make your room, car, home, etc. smell fresh, and eliminate odors. By using Febreze air effects can making your home, car, bathroom and everywhere smell fresh, and avoid the embarrassing situation causing by your “noseblind”.
The advertising goal is to affect consumers and touch their emotions and create the feeling that a clean and good-smelling environment equals happiness and love in a home. Febreze does this best through their “Breathe Happy” campaign.
3. Creative Strategy/Brief
Febreze produced a series of commercials with different themes in 2015. Different commercials use different themes in different situation and different locations. There’s party theme, car theme, Christmas home theme, man cave theme, etc. This creative way make customer know Febreze can use many different situations and different spaces if you think there’s smell. In addition, these commercials used a different way to express our real situation maybe happened in our life that we sometimes did not realize our home, bathroom or car smell. Therefore, we still need to use Febreze air effects to make our home, bathroom or car smell good to care other people’s feeling when we are “noseblind” in some situations.
One of the famous brief said in every commercial is that you get used to the lingering odors in your bathroom/car/home. You think your car/home/bathroom smells fine, but your passengers/ guest/wife might smell something else. This brief showed every this kind of Febreze air effects commercial. This is a creative way to remind customer these kinds of situations may happen in your daily life usually, but we even did not notice that. This is a good way to influence customers to buy Febreze to avoid this kind of situation.
The desired brand image of Febreze Air Effects Spray is to portray images of a clean home. Febreze advertises to women and their need for control, they want to control their home and what it looks like and smells like, like the image they see in the magazines. Febreze also advertises to women’s need for acclaim. Women keep their homes clean in order to invite others into their homes and they want praise on a clean and beautiful home.
4. Competition Analysis
Airwick
Airwick is one of the Febreze’s competitors. Airwick launched several commercials on TV with different themes as well.
Stay Awhile:
Youtube: https://www.youtube.com/watch?v=xo5Ms-7zkYU
Home is in the air:
Youtube: https://www.youtube.com/watch?v=Yt3kXk7EeaE
Welcome Home:
Youtube: https://www.youtube.com/watch?v=Wjosazc6kNU
Unlike Febreze’s commercial style, in Airwick commercials convey customers different warm story.
One of the commercials is Welcome Home. When Kevin returns to his childhood home, he's struck by a series of nostalgic scents. He smells baked pears, then pie crust and vanilla. They transport him back to the days where Mom gave pep talks and Dad gave slightly inappropriate advice. With Airwick Life Scents, the first constantly changing fragrance, you'll feel just as welcomed home as Kevin did.
Another one is Stay Awhile. Celine and David are a couple trying to make new friends. Lucky for them, new Air Wick Life Scents in Summer Delights has constantly changing fragrances of vanilla, melon and white flowers to make them feel relaxed and at ease. Looks like the start of a beautiful new friendship.
Air Wick does this best through their “Home is in the air” campaign.
glade
glade is the other competitor of Febreze. There’s a glade Clean Linen TV Spot published in 2015.
Feel Fresh and New
Youtube : https://www.youtube.com/watch?v=DlNzHMOLB3Y
Not like previously two air fresher brands, glade just published one or two TV commercial in 2015, and not like the other two brands’ commercials by using in family situations, party situations, or friends meetings. Glade ‘Feel Fresh and New’ commercial just has beautiful women who get up in the morning, after she use glade air fresher, everything turns into a new beautiful world. It turns every day into an uplifting experience for your senses with glade Plugins. It makes you feel fresh ad feel new.
5. Media Strategy
Mainly media channels of Febreze are traditional channel like T.V. commercials and print ads published on magazines, and online channels.
Febreze actually chooses appropriate media vehicles. As Febreze air effects is household product purchased regularly, the primary target customers of Febreze are moms and wives who generally take the responsibility of doing household duties. TV and magazine are the media vehicles they most-frequently get in touch with. TV ads can impressively convey the information efficient. Therefore, Febreze uses the right media vehicles.
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