If anyone deserves a break during the Holidays, it’s the overburdened and underappreciated moms hustling to make the season bright. With the “Live Naughty, Smell Nice” campaign, Febreze delivered a much-needed message of hope, love, and “eh-f*ck-it-that’s-good-enough.”
Our undeniable truth: for moms, the Holidays are a time of stress, stinks, and craziness. This became the impetus behind our holiday campaign, “Live Naughty, Smell Nice” (in partnership with A Bad Moms Christmas). This partnership influenced the bad-a$$ attitude of our holiday song and social content.
We gave moms an anthem to blast during those stressful holiday moments, a hip-hop-influenced, bad girls party track that sounds like it could be on M.I.A.’s next album.
Leveraging the franchise’s success and relatable message to moms, as well as celebrity appeal, the attitude-laced “Live Naughty, Smell Nice” campaign broke through the sea of sappy and maudlin holiday ads.
No Lumps of Coal for These Results
Moms embraced the “Live Naughty, Smell Nice” lifestyle, and helped to garner:
•Over 1 billion impressions for the total campaign
•A 40% increase in positive social conversation about Febreze
•A substantial lift in Febreze holiday sales