Febreze is a $1B Brand

Detergent is a tough sell sometimes- no matter how much you lower your price point, you aren't going to get consumers to wash their clothes more often. Thankfully the makers of Tide came up with a solution for your un-washables (or less-often-washables) a few years back- all you had to do was spray away the odors from your gym bag, pet's bed or sofa. No dorm room was complete without the ubiquitous blue bottle and a smell with which I'm sure you're familiar. This week, Febreze joined an elite group of Proctor & Gamble brands that gross over one billion dollars in annual sales and account for north of 70% of P&G sales. Pantene, Tide and Pampers have been longtime P&G institutions, but Febreze's rise is a particularly inspiring story of brand growth.

Not only has Febreze challenged the definition of air/bathroom/scented spray, it has redefined the air treatment category despite the whistling theme song in the video above. Febreze realized early on that usage and targets needed to be broad: not just air and fabric sprays but candles, scented diffusers, and plug-ins for a vast array of different occasions. Cars, fabrics, bathroom, spa. Men, women, kids, athletes, pets, college students. Exotic scents to recreate your vacation, festive smells for the holidays, gentle Dyptique-esque scented candles for expensive taste on a budget. Research indicates consumers over-index for air treatment usage after life changes like moving, marrying, getting a pet or having children and each one of these periods presents an opportunity for Febreze to be the product of choice. Couple maximizing product lines and occasions alongside an economy in which people are staying home more often and air treatment has hit a sweet spot.
Thank goodness we have the specially engineered Febreze molecules to deal with those tuna garlic burritos (...?)