If your house smells as if a litter box married a tray of burnt cookies and had microwaved fish as a lovechild during the holidays, then Febreze has you covered with a jingle so fresh that it’ll scintillate your senses straight through the chimney.
The odor-eliminating spray has brought back its second installment of the holiday marketing hit with the “12 Stinks of Christmas” to breathe some fresh air into the homes of Santa-celebrating citizens this year.
The hip-hop music video features “The World’s Greatest Entertainer” in beatbox pioneer Doug E. Fresh and Instagram top dog @ItsDougThePug, where the rapper counts down the stinks of the season, including “12 musty stockings, 11 burnt cookies . . . and eight frying latkes” all the way down to “a family that really needs Febreze.” @ItsDougThePug—dressed in sunglasses, headphones and a tracksuit—works the record player with his paw.
The campaign is paired with a global push with a UK rendition starring British TV personality and comedian Paul O’Grady. The odor-neutralizing message for both spots is simple—use the scent of Febreze to spray the stench out of your home and be guest-ready all season long.
“Using the momentum from last year’s campaign, we reacted to consumer responses and trends, putting together a funky fresh remix,” Mandy Ciccarella, brand communications manager at Procter & Gamble, the parent company of Febreze, told [a]listdaily. “The goal is always to reach consumers in a fun way as they manage the holiday rush and prepare for the influx of guests and parties. The ’12 Stinks of Christmas’ proves that Febreze is the only solution when it comes to holiday odors. Don’t get us wrong, the holidays are great, but in reality, they can literally stink.”
This season’s revival follows the success of last year’s viral video starring Glee stars Jane Lynch and Matthew Morrison. Ciccarella says Febreze will run the campaign with a strong social push through paid media across Snapchat, Twitter, iRadio, and blogger activations—but no TV. Their frontline marketing strategy aligns with the digital efficiency the corporation is seeking after initially going big and losing out on Facebook targeted ads earlier this year.
“We are always open to testing new platforms and look forward to measuring the success of this launch,” Ciccarella said. “We have seen positive feedback from the ads, and in our comment sections.”
One proven and playful test for the brand is to incorporate an internet-famous canine. P&G previously used the Fat Jew’s social star of a dog named Toast—a petfluencer—in sponsored posts for Febreze and Swiffer campaigns.
“We think millennials will love seeing one of their favorite Instapets going from cameo to co-star in year two,” said Ciccarella.
Millennials aside, busy denizens as a whole like short and share-worthy content—even more so during the holidays—that can be consumed on the fly through their phones.
Febreze’s “12 Stinks of Christmas” does exactly that. And that smells like another success.
Follow Manouk Akopyan on Twitter @Manouk_Akopyan
