With the holidays in full swing, Procter & Gamble has introduced a Febreze limited edition seasonal line, backed by a campaign that touts the products as an affordable decorating alternative.
The effort consists of in-store ads, PR, new packaging and a Web presence on Febreze.com. The scents include Vanilla Bean, Cranberry & Frost, and Winter Evening & Warmth. Home and lifestyles expert Laura Dellutri is the spokesperson for the limited edition collection, which P&G is marketing as a value buy in a down economy.
P&G also has launched a sweepstakes, as part of which it will give away $3,000. To enter, consumers must share their favorite holiday traditions.
“Given the state of the economy, many people are looking for cost-effective ways to pull off a grand gathering for family and friends this holiday season,” Dellutri said in a statement. “Febreze’s limited edition scents are offered in a variety of products to help invoke a warm and fresh seasonal atmosphere at home without breaking the bank.”
The move is part of P&G’s ongoing strategy to make its products relevant in tough economic times. Most recently, the company has begun airing commercials touting its namesake hair care brand, Pantene, as a value alternative that works just as well as salon brands.
But wtith a suggested retail price ranging from $2.99 to $7.99, Febreze’s holiday line isn’t really a “value buy” compared to other home décor accessories, said Adrienne Weiss, whose firm, Adrienne Weiss Corp., has worked with clients such as Coca-Cola and PepsiCo. “It’s a seasonable strategy. It’s about advertising the right products at the right time,” she said, adding that the holidays provides companies with an opportunity to play up merchandise that otherwise wouldn’t sell well throughout the year.
P&G spent $190 million in U.S. advertising for Febreze in 2007, and $89 million through September of this year, excluding online, per Nielsen Monitor-Plus.