The Febreze Blood Orange Collection smells amazing—fresh, citrusy, zesty, with just a touch of spice. But how do you communicate all of those delightful scent characteristics in a digital ad? An ad you can’t scratch ‘n’ sniff…no matter how much you want to.
We solved this unsmellable problem by honing in on an incredibly juicy key visual, and making it work across Facebook, iMedia, Pandora, and Twitter.
LYRICS
Blood Orange, you funky
Blood Orange, you fresh
Blood Orange, you zesty
Blood Orange, you the best
Febreze now has Blood Orange
(From the kitchen to the car)
You can clean away stinks with a fresh twist
It don’t matter where you are
Let’s try it, funky!
Febreze you fresh
Let’s try it, zesty!
Blood Orange and Spritz
Breathe Happy, Febreze
(Horns!)
This scent-driven, no-TV campaign resulted in a period of high sales for Febreze and plenty of positive consumer responses, showing how a “fresh twist” can go a long way.