Febreze breathe happy campaign

Read Case Six: Procter & Gamble - Frebreze "Breathe Happy Campaign Launch" on page 166 and 167 Instructions: Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be 4 -5 pages (total not each), be in APA format, use outside research and represent overall college level work. Please use the APUS library in addition to just the book to find references to back up your answers to these questions

Read Case Six: Procter & Gamble – Febreze “Breathe Happy Campaign Launch” on page 166 and 167
Instructions: Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be 500-700 words (total not each), be in APA format, use outside research and represent overall college level work.
READING AND QUESTIONS Below: Book Consumer Behavior 11 edition, Author Leon Schiffman:

Case Six: Procter & Gamble: Febreze “Breathe Happy Campaign Launch”

Lead Agency: GREY

Strategic Challenges

Febreze was once a breath of fresh air in the category, but the competition caught up.

In 1998, Febreze entered the air care category with a revolutionary product. Rather than simply perfuming the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze became known as THE odor-eliminating brand and enjoyed great success. Recognizing a good thing when they saw one, the competition responded by launching similar products that provided the same benefit. “Brand Health” data indicated that P&G had lost its distinct positioning. The company once “owned” odor elimination, but now shared this equity with competitors Glade (category leader by dollar share) and Airwick (third in the category by dollar share).