Febreze raises awareness about ‘noseblindness’

A funny 'PSA' educates people about the embarrassing condition

A new campaign by Procter & Gamble’s Febreze tackles the funny-but-true issue of noseblindness, which is when a person becomes so accustomed to the odours in their own home that they don’t even notice them anymore, but their guests do.

The brand partnered with actor and comedian Jane Lynch, who stars in a two-minute “PSA” that features a noseblindness intervention with a group of friends. The video was made with FunnyorDie.com and was also posted to YouTube, where is now has more than one million views.

“[We wanted] to use comedy to raise awareness of Febreze and the noseblind condition,” said Corinne Durieu, communications manager at Procter & Gamble in Toronto. “Jane Lynch was a great fit for this campaign because she is a loyal Febreze consumer and she can authentically bring humour to what could be an otherwise awkward topic.”

Febreze also launched Noseblind.com to educate people on the “science” and “symptoms” of noseblindness and promote Febreze as a solution to odours.

The campaign launched in early July, and Lynch did a Canadian media tour on July 30. She visited media outlets across Toronto, and was featured on a number of broadcasts, including Breakfast Television. She also spoke to media outlets in Vancouver, Calgary and Montreal via satellite. Citizen Relations handled PR.

Advertising Articles

Meridian seeks marketing domination with new campaign

Credit union hires Cundari to help drive brand awareness in a cluttered category

Brent Choi named chief creative officer for JWT New York

Veteran creative will divide his time between Toronto and New York

Canadians still don’t trust online ads (Survey)

But does it matter if the ads are from their favourite brands?

Why retailers should embrace beacons (Study)

Majority of shoppers are open to receiving messages relevant to their location

Expedia.ca takes Canadians on holiday

Survey-driven campaign highlights travel experiences of the vacation-deprived

Meet the 30 Under 30 for 2015

This year's honourees have resumes that read like those of seasoned vets

Five things we learned at Marketing Evolution Summit

Why ownership doesn't matter anymore and other lessons from MES 2015

30 Under 30 – Guillaume Mathieu

Senior director, account services and strategy, K-72