TACKLING FEBREZE’S NEW TARGET MARKET, JSL STYLE

JSL Creative Studios

Shannon Madigan, Lauren Eisen & Jordan Clark-Mand

THE BACKGROUND

Febreze has had a successful history of selling air-freshening products. But never have they targeted youthful audiences . . . until now.

Usually marketed toward women ages 25-50

Uses subtle colors

THE BACKGROUND

Our Target: college students, both male and female, ages 18-22

Average annual income: $13,168 (U.S. Census Bureau, 2008)

Fast-paced lifestyle: average 12.9 hours a week online (Media Life Research, 2008)

THE BACKGROUND

UWO survey: shows a strong need for overcoming odors attached to their lifestyles

National survey: students were "40 percent more likely” to respond to humorous ads (ClickZ, 2006).

Key insight: students are notoriously messy and habitually short on money. They need a product that will remove the odors of a fast-paced lifestyle

THE BACKGROUND

Benefits: quick, easy to use, purifies, offers a cost-effective on/off switch

What Febreze brings: brighter colors, light-hearted tone, mandatory mention of the on/off switch “A breath of fresh air. It’s more than an air

freshener. It’s a way of life.”

THE BENEFIT

Why is the benefit a big deal?

The on/off switch ties in with the biggest constraints on their lifestyles: time and money

Its efficient and eco-friendly Its going to save them a lot of hassles

THE CREATIVE PROCESS

Easy-to-use product should have easy-to-follow headlines and visuals Straight-forward Humorous and sarcastic

Our client asked for a direct relationship between headlines and visuals

THE MONEY-MAKERS

THE MONEY-MAKERS

THE MONEY-MAKERS

THE MONEY-MAKERS

THE MONEY-MAKERS

THE RECAP

Target Audiences demonstrate need for cost-effective and instantly gratifying solutions to the odors attached to their lifestyles Febreze has a product that will help—they need a

way to get it in front of the target audience

Using humor, JSL created simple ads that will resonate with audiences Febreze True Air’s lingering effect

THANKS BADER RUTTER!

WE LOVED WORKING ON THIS PROJECT