P&G adds Febreze to $1bn brand portfolio

Procter & Gamble’s plans to further grow its global household business by leveraging the recently acquired Ambi Pur brand alongside its Febreze brand.


The firm has announced that Febreze has just reached the $1bn annual sales milestone. It is the 24th brand to join P&G’s “exclusive $1bn club”, alongside Pampers, Gillette and Olay, and since its launch in 1998 is one of its fastest growing brands.

The FMCG firm is considering cross promoting the air care brands, which could include the launch of a dual branded Ambi Pur/Febreze range to drive category growth but maintains that both brands will remain separate.

P&G has already launched Febreze variants under its Ariel, Flash and Lenor brands, which has helped drive the brand’s momentum.

Gary Coombe, global VP of air care and western European home care brands at P&G says: “Febreze’s success was driven by innovation that met previously unmet consumer needs, and grew new categories. Ambi Pur and Febreze have different strengths but complementary ranges so there is an opportunity to leverage that innovation across the broader air care portfolio.”

The acquisition of Ambi Pur from Sara Lee in 2009 extended P&G’s air care presence from 17 to 70 global markets and provides a platform to bring its technology, innovations and products to new markets.

Coombe would not be drawn on the next P&G brand likely to hit $1bn but says that there is “healthy internal competition” to create the company’s next billion dollar brand.

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