Read Case: Procter & Gamble - Febreze "Breathe Happy Campaign Launch"

Questions

1. Apply the principles of perception to the three insights listed in the case.

2. Are the three objectives aimed at repositioning Febreze? Explain your answer.

3. How would P&G determine whether the campaign's objectives have been achieved?

4. On You Tube, you can find several commercials that "brought to life" the "big idea." Describe three of them and discuss their persuasive effectiveness.

5. Several versions of Febreze are now on the market (febreze.com). Apply the concept of benefit segmentation to three of them.