When a household CPG brand known for odor elimination takes on streaming and terrestrial radio ads, what would you expect to hear? A soothing voiceover, plenty of claims, and 10 seconds of legal jargon jammed onto the end—right? Snoozesville.
Instead, Febreze consistently hijacks listeners’ playlists by creating “catchy AF” song ads, carefully crafted with our “sound like a band, not a brand” philosophy in mind. Because listeners have been conditioned to ignore ads—but not when those ads sound like new top hits.
This year, we launched three new earworms on streaming and terrestrial airwaves:
Febreze “Blood Orange” is a modern funk jam with a ton of zesty attitude—all to make the air freshener’s newest scent unforgettable.
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!)
LYRICS
I was driving in my car and I smelled a #5 with fries (uh, hmm?)
Hadn’t stopped for lunch, made me realize it was just my ride (oh no!)
But with the new Febreze Car, I got it under control
Now they come in Light (light!) or Bold (bold!), choose how you roll
Febreze Car, roll with me and
Breathe Happy, Febreze
La la la la la
LYRICS
Yo we driving yep
We living our best life and
My car smells fresh
But we weren’t always thriving…
It was you, girl (Told you so)
Who pointed out that smell
Now it’s all fun, the odors gone,
Febreze Car works so well!
Guy: Come on, keep driving, keep thriving, let’s go
Girl: Oh boy, your car smells nice
Guy: Febreze Car, yeah yeah, let’s go
Girl: (vocal run)
Guy: No more odors in my ride now, let’s go
Girl: Oh yeah, we made it so nice
Guy: Febreze Car, keep ridin’ let’s go
Guy: And now the world can sing:
Girl: Breathe Happy Febreze
La la la la la
All three tracks reached tens of millions of listeners in 2018, airing on national terrestrial radio and streaming on Pandora, and resulted in positive sales growth for Febreze. Social sentiment was also extremely positive, with fans falling for how each track sounds like a real song—and loving every single note.