Insights Behind Febreze’s Billion Dollar Success

Insights Behind Febreze’s Billion Dollar Success
Advertising

The brand's resilience to recessionary belt tightening provides an interesting case study into how consumer preferences can be harnessed in austere times.

Stephen Fortune
  • 9 march 2011

Febreze recently became the 24th Procter and Gamble product to reach $1 billion in annual sales, a fact made more remarkable given that the economic slump has driven customers away from some of P&G’s other products in favor of cheaper detergent, shampoo and toilet paper.

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