Grey Promotes Febreze Product Launch

NEW YORK Procter & Gamble has signed singer Shania Twain to promote the launch of Scentstories by Febreze, specially designed discs with various scent themes that consumers can pick as if choosing a song on a CD.

Twain’s deal with the Cincinnati packaged-goods company includes heavy use of her Grammy-nominated “Forever and For Always” in TV ads that broke this week, and the singer starring in upcoming radio and print ads. Campaign spending was not revealed. Grey in New York is the lead agency.

“Partnering with a music superstar like Shania Twain is a perfect fit for Scentstories. Music lovers express themselves through a variety of musical genres, just as Scentstories allows you to express yourself through a variety of scent experiences,” John Sebastian, brand manager for Scentstories, said in a statement. “We’re looking forward to unveiling many exciting musical components of the campaign throughout the year that will complement the unique ability Scentstories provides for consumers to play scents like they play music.”

Each Scentstories disc is reusable for 20 plays or 50 hours. The themed discs include “Srolling Trough the Garden,” “Wandering Barefoot on the Shore,” “Exploring a Mountain Trail,” “Relaxing in the Hammock” and “Shades of Vanilla.”

—Brandweek staff report