P&G embarks on £3m relaunch of Febreze

Procter & Gamble (P&G) is spending over £3m to market its revamped Febreze fabric conditioning range early next year.

Procter & Gamble (P&G) is spending over &£3m to market its revamped Febreze fabric conditioning range early next year.

The range will be extended with two new variants – Meadow Rain and Summer Splash – and packaging will be redesigned using translucent plastic packaging and an updated on-pack appearance.

TV advertising for Febreze will be handled by P&G roster agency Grey. Industry sources say the ads are expected to focus on the natural advantages of the new variants. One insider says: “P&G is again following the trend for natural-based products.”

The company has already replaced its Fairy antibacterial dishwashing range with a three-product Naturals line that includes eucalyptus, lime and lemongrass, and tea tree, orange and lemon variants.

The source adds that P&G is trying to update the Febreze brand’s image, which has remained largely as it was when it launched nationally in February 1999. Febreze is sprayed onto home furnishings, such as curtains, and dissolves odours as it dries.

The media business will be shared between MediaCom, Zenith Optimedia and Starcom MediaVest. Incoming marketing director Giuseppe Casareto, who was appointed in October (MW October 23), will oversee the launch.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here