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

Metro counts down to Christmas in Quebec

Holiday campaign includes 24 ads featuring TV talk-show host Eric Salvail

Cystic Fibrosis Canada picks its moment

Real stories are at the hear of the organization's first fully-integrated campaign

Fuse bolsters its content team

New digital strategist Anastasia Tubanos will help lead content strategy efforts

SoFresh embraces its Canuck roots

A dairy alternative brand tries to make its U.S.-grown ingredients more Canadian

Plan Canada refreshes Gifts of Hope

Annual giving campaign positioned as perfect gift for the hard-to-shop-for

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

IPG’s Magna report predicts ad spending will slow in 2017

Next year's projected 3.6% growth is the lowest since the 2008 recession

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year