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.