Febreze: The Great Unifier

New York Times: Think only politics makes strange bedfellows? Look what Procter & Gamble has wrought.
Febreeze.jpg
The company long ago split up its advertising, with Tide laundry detergent now handled by Saatchi & Saatchi, Bounce antistatic dryer sheets by Leo Burnett Toronto and Downy fabric softener by Grey Worldwide. But now the company has put the scent of Febreze, its household odor freshener for fabrics, into all three products. So which agency gets to trumpet that fact?
Procter’s answer: All of them.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.