Project Description

Febreze

Procter & Gamble came to Kaleidoscope with a challenge: create a meaningful line extension that takes Febreze’s “breath of fresh air” identity into the world of lifestyle sports products while leveraging key P&G ingredient technologies.

CHALLENGE

In order to make Febreze an integral part of athletes’ lives, it was essential to understand the nuances of their needs. Our research undertook in-depth consumer studies in multiple environments and locations.

 

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SOLUTION

Through a series of generative research initiatives, results showed that while athletes were familiar with Febreze’s odor-elimination abilities, they needed help controlling odor during the transition from athletic to non-athletic activities.  From this research, the Febreze Sport product line was born, helping athletes manage odor during crucial transition moments.


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RESULTS

We also uncovered that specific retail experience contributes to overall credibility within the lifestyle sports market. Based on these insights, the team at Procter & Gamble decided to launch the products at Dick’s Sporting Goods rather than the typical big box retailer, helping the new line exceed initial sales projections.