Client: P&G
Project: Febreze Naturis (2020).
Concept: In Spring’19, Japan Febreze launched a Premium Line Extension with the objective of category growth through the induction of “The Naturals Story".
The challenge was to bring the 100% natural anti-bacteria proposition and distinctive natural scent and fresh to life in a differentiated manner from FR core to show "new news" in the category.
Ingredient visualization is the on-brand way of expressing the scent story. But that’s telling the same old story. It was necessary to make a real impact with a new natural, premium launch, especially with the barriers faced in this category.
Consumer Research showed the key barrier to purchase by single and boomer women (under-represented target segments) was worry of harmful chemicals in FR products.
So why not breaking the rule book with a bold move? Design approach was to ‘Go Naked’ with no scent visualization on pack leaving only the bare essentials. What better way to convey a natural proposition than with clean, organic cues and minimal clutter on pack?
Consumer Research showed the key barrier to purchase by single and boomer women (under-represented target segments) was worry of harmful chemicals in FR products.
So why not breaking the rule book with a bold move? Design approach was to ‘Go Naked’ with no scent visualization on pack leaving only the bare essentials. What better way to convey a natural proposition than with clean, organic cues and minimal clutter on pack?
*Teamwork by Landor®.
*P&G TVC credit and rights.
