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Account Planning Steven Bayley | Dafna Linden Creatives Molly Prunka | Kara Cohen
Business Objectives Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.
The TargetNew Segment: New UsersMothers 35-54 with kids 6-17 in the house2 bottles / year.
The Target “Uber Organizers” AKA “Miss Perfect”
The Confession “I strive to be the perfect mom, the perfect friend, the perfect wife, the perfect worker bee etc... I don’t even know who I am anymore” - “Dawn” on positivelypositive.com
The BarrierOur Target “Miss Perfect” perceives Febreze users as dirty.
The Nightmare Unannounced Guests Showing Up On Your Doorstep.
researchFebreze is a product for lazy people who don’t want to actually cleansomething. And how about that piece of ... tagline- “For all the thingsyou can’t wash, wash it with Febreze!” hatersbehatin.com