Febreze aims to score another touchdown with this year’s #BleepDontStink Super Bowl LII ad
Closing 12 months, P&G air freshener emblem Febreze made its debut look as a Super Bowl advertiser. The emblem used its spot to advertise its OdorClear Era, making a 30-second Tremendous Bowl industrial titled, “The us’s Halftime Toilet Spoil.”
“Our goal to get our teasers out early used to be to induce shoppers to get Febreze Air and Small Areas of their buying groceries carts prior to the large sport,” says Mandy Ciccarella, communications supervisor for P&G, relating to the emblem’s 2017 Tremendous Bowl marketing campaign.
“Video belongings have been to be had on YouTube within the days main as much as the sport, and content material on our social channels, together with Fb and Twitter, served as a reminder for shoppers to place Febreze cans in carts as they ready for Tremendous Bowl Sunday.”
The ingenious using Febreze’s 2017 Super Bowl advert used to be knowledgeable through shopper insights into how other people get ready — or, higher, fail to arrange — their bogs for Tremendous Bowl events.
The use of shopper insights to construct a Tremendous Bowl marketing campaign
“It used to be according to the national phenomenon that happens within the mins between the halftime whistle and the halftime display when extra bathrooms are flushed than some other time of 12 months,” says Ciccarella.
Along with how frequently bathrooms are flushed, Febreze’s shopper knowledge printed that 50 % of other people spent little to no time prepping their rest room for his or her Tremendous Bowl birthday party, and 62 % claimed they have been perhaps to fail to remember rest room must haves when buying birthday party provides.
“We felt the Halftime Toilet Spoil rest room utilization insights supplied a novel alternative that Febreze used to be poised to possess all over Tremendous Bowl LI,” says Ciccarella.
Febreze rankings a landing the primary time at the box
The emblem used to be proper. Ciccarella says Febreze’s 2017 Tremendous Bowl marketing campaign ended in a 96 % sure sentiment for the emblem, greater than three.2 billion media impressions and 100 million earned virtual impressions. Additionally, the emblem’s #BathroomBreak hashtag ranked within the best 10 trending hashtags for Tremendous Bowl LI.
Along with the marketing campaign’s virtual luck, Ciccarella says Tremendous Bowl week ended in Febreze’s perfect week of gross sales ever for the emblem as much as that date.
“Our effects spoke for themselves,” says Ciccarella. “We beloved taking part in remaining 12 months’s Tremendous Bowl and are excited for the problem to convey our perfect ingenious ahead once more this 12 months.”
Coming again for extra
For its second-ever look as a Super Bowl brand, Febreze is bringing again the similar light-hearted tone it used remaining 12 months, however this time, it’s pushing its rest room humor slightly nearer to the threshold.
“This 12 months, we took our inspiration from remaining 12 months’s human reality that everybody is going, and took it a step additional that on Tremendous Bowl Sunday, with hundreds of thousands of other people attending events, there perhaps can be any person going at your home — which leads us to invite the query: Why aren’t you prepping your rest room for the Tremendous Bowl the similar approach you’re prepping the remainder of your own home?”
The marketing campaign contains the reputable 30-second advert this is scheduled to air all over the second one quarter of this 12 months’s Tremendous Bowl sport, at the side of a longer 60-second minimize — each advanced through the Gray New York advert company. The hashtag for the marketing campaign is #BleepDontStink, a hashtag the emblem can be the usage of throughout its Fb, Instagram and Twitter channels.
“We’re so excited to introduce the sector to the one guy whose bleep don’t stink — actually now not figuratively,” says P&G vp Martin Hettich, in a liberate saying the marketing campaign. “Whilst Dave really is without equal Tremendous Bowl visitor, the truth is that he’s now not coming to any of our events. In order Sport Day hosts start making ready their properties for his or her festivities, we inspire them not to fail to remember about their bogs.”
Febreze Tremendous Bowl LII Advert (Prolonged Lower)
As of this afternoon, iSpot.television, an analytics platform that tracks on-line engagement for nationally aired T.V. ads, has Febreze ranked at No. 16 when evaluating total on-line efficiency amongst this 12 months’s lineup of Tremendous Bowl LII advertisers.
When having a look particularly at pregame Tremendous Bowl spots, Febreze’s reputable 30-second Tremendous Bowl advert, “The Handiest Guy Whose Bleep Don’t Stink,” is ranked 26, with greater than three,500 social movements and just about 47,000 on-line perspectives.
Whilst Febreze doesn’t seem to be within the lead presently, we’re nonetheless days clear of the Tremendous Bowl. The true check comes this Sunday, when hundreds of thousands of other people will go browsing all over and after the sport to replay their favourite commercials. The manufacturers that win would be the ones that elicit the most important reactions — and if it is going Febreze’s approach, get quite a lot of laughs.
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