PROCTER & Gamble has rolled in comedian Paul O’Grady and the London Community Gospel Choir to drive sales of its odour-eliminating brand, Febreze this Christmas. The festive pantomime-inspired film puts a new twist on a classic Christmas song to create a rendition of ‘The Twelve Stinks of Christmas’.
Supported by a social media and PR campaign, P&G expects millions of views of the tongue-in-cheek video throughout November and December.
The company is also supporting the campaign with a range of POS materials to help drive sales in-store and in-depot. The shelf barkers, shelf trays, FSDUs and clip strips call for shoppers to ‘Get Ready for Guests’ with Febreze air care, as well as P&G’s other homecare brands, Fairy and Flash.
According to new survey by Febreze, unpleasant smells (30%) and weight gain (34%) are the nation’s top ‘bah humbugs’ over Christmas.
Worth up to £200 million, the air care market offers a huge opportunity for retailers at Christmas, according to Scott Popham, communications manager for P&G UK.
He said: “People naturally entertain more friends and family at home during the festive period. Air care is usually an impulse purchase, but at Christmas for many it becomes a firm addition to the shopping list.”
To meet this increase in demand, it’s recommended retailers stock up on Febreze’s Christmas range of plug-in air fresheners – Spiced Apple, Vanilla Latte and Frosted Pine. All are featured in the 12 stinks video as eliminating the pungent ‘Brussels sprouts’, overactive toilets and ten other unpleasant smells which are common in people’s homes over Christmas.
“Since Febreze has the number one best selling air care product on the market, Cotton Fresh Aerosol, the brand is in a great position to drive incremental sales with its Christmas SKUs and grow overall category sales during the festive period,” said Popham.
The new seasonal fragrances of Febreze plug-in air fresheners are now available for retailers to stock. They have a RRP of £3 or £5 for plug in with three refills.
The video can be viewed here: http://bit.ly/2eW1FCR
