P&G has put the scent of Febreze, its household odor freshener for fabrics, into all three products. But NY Times asks readers which agency gets to trumpet that fact:

Procter’s answer: All of them. Grey, since it already has the Febreze account, is the lead player on an all-inclusive ad that introduces the idea of Febreze showing up in the three sister products. But each agency is also coming up with its own ad for its own product. The unusual catch is that all the ads must end with the same visual and text tag line as the original. The very concept has industry eyebrows shooting up.

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