The history of Febreze and its original name
Febreze is a popular household deodorizer that has become a household name in many countries around the world. However, what many people may not know is that Febreze was not always called by that name. In fact, the product had a completely different name when it was first introduced in the early 1990s. So why did Febreze change its name? In this article, we’ll explore the history of Febreze and its original name, the reasons behind the decision to rebrand, the new name and branding, and the impact of the name change on Febreze’s success.
The decision to rebrand: Why Change the Name?
After several years on the market, Febreze faced a challenging problem. Despite its effectiveness in eliminating odors, sales of the product were not as strong as expected. In fact, consumers were having a hard time understanding the product’s purpose and how it worked. Procter & Gamble, Febreze’s parent company, recognized that the product needed a new marketing approach to increase sales.
In 1998, Procter & Gamble embarked on a rebranding effort to give Febreze a new name and image. The company conducted extensive market research and found that consumers associated the product with freshness and cleanliness. As a result, it was decided to rename the product Febreze, which is derived from the French word “fébrèze,” meaning “to freshen up.
The new name was just the beginning of the rebranding effort. Procter & Gamble also redesigned the packaging to be more eye-catching and informative, with graphics that conveyed the product’s odor-eliminating capabilities. In addition, the company launched a new advertising campaign that focused on the emotional benefits of using Febreze, such as the feeling of freshness and cleanliness it provides.
The decision to rebrand Febreze was a bold one, but it ultimately paid off. The new name and branding helped better communicate the product’s purpose and benefits to consumers, leading to a significant increase in sales. Today, Febreze is a well-known and trusted brand, thanks in part to the rebranding effort that changed its name and image.
The new name and branding: The Evolution of Febreze
Febreze’s rebranding efforts in the late 1990s included more than just a new name. The company also redesigned the product’s packaging and launched a new advertising campaign to better communicate the product’s benefits to consumers.
The redesigned packaging featured a bright green bottle with a spray trigger and a clear label that prominently displayed the Febreze logo. Graphics on the packaging depicted a clean, fresh scent and conveyed the message that Febreze can eliminate unpleasant odors. The new packaging was eye-catching and informative, making it easier for consumers to understand the product’s purpose and benefits.
The new advertising campaign focused on the emotional benefits of using Febreze, rather than just the functional benefits. The campaign featured TV commercials that showed people using Febreze to freshen their homes and clothes, and feeling happier and more confident as a result. The ads conveyed the message that using Febreze can improve not only the smell of your home or clothes, but also your overall well-being.
Conclusion
In conclusion, the decision to change the name of Febreze and rebrand the product was a pivotal moment in the company’s history. Prior to the rebranding effort, the product was struggling to gain traction with consumers and sales were lackluster. However, after the rebranding effort, which included a new name, redesigned packaging and an emotional advertising campaign, sales of Febreze skyrocketed.
The success of Febreze’s rebranding effort had a ripple effect throughout the air freshener market, as other companies followed suit with their own emotional advertising campaigns and redesigned packaging.
Today, Febreze is a well-known and respected brand in the world of odor elimination, thanks in large part to the decision to change its name and rebrand its product. The success of the rebranding effort is a testament to the power of effective branding and marketing, and serves as a valuable case study for companies looking to revitalize their products and connect with consumers on a deeper level.
FAQs
What was Febreze called before it was renamed?
Febreze was originally called “Febreze Fabric Refresher” when it was first launched in the early 1990s.
Why did Febreze change its name?
The decision to change the name of Febreze was part of a larger rebranding effort aimed at better communicating the product’s purpose and benefits to consumers. The new name, Febreze, was chosen to better convey the product’s association with freshness and cleanliness.
What was the impact of the name change on Febreze’s sales?
The name change and rebranding effort had a significant impact on Febreze’s sales. Prior to the rebrand, sales were lackluster, but after the rebrand, sales skyrocketed. The new name and branding made the product more recognizable and easier for consumers to understand.
What other changes were made besides the name change?
In addition to the name change, Febreze underwent a complete rebranding effort that included redesigned packaging and a new advertising campaign. The new packaging was more eye-catching and informative, while the advertising campaign focused on the emotional benefits of using Febreze.
Did the success of Febreze’s rebranding effort impact the air freshener market as a whole?
Yes, the success of Febreze’s rebranding effort had a ripple effect on the entire air freshener market. Other companies began to follow suit and launch their own emotional advertising campaigns and redesigned packaging, leading to a shift in the way air fresheners were marketed and sold.