The Procter & Gamble Company (P&G) unveiled its latest
Febreze innovation with the launch of the Febreze Fabric Refresher, a fine mist spray made to eliminate odors in the air and on fabrics. Over 10 years, the improvements made to Febreze Fabric Refresher aim to deliver an all-in-one freshness benefit. "Febreze Fabric Refresher created a new category with the launch in 1998 and continues to be a leader in meeting unmet consumer needs," says Martin Hettich, North American marketing director of Air Care for P&G. Within one year of its initial launch, Febreze reached $100 million in sales. "The product improvements, such as a modern bottle design, a fine mist spray and longer lasting formula, are all things that we believe will give consumers a superior experience in a home freshening product." The launch of new Febreze Fabric Refresher will be the largest marketing initiative for the Febreze brand in its current fiscal year, and comes on the heels of the brand's 10th anniversary. Marketing support includes television advertising, a print campaign, in-store support, coupon offers, public relations and an online media campaign complete with sweepstakes.
