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Procter & Gamble begins Febreze Sleep On-Demand campaign
By Adnews Staff
Procter & Gamble has begun a promotion for its Febreze brand of air fresheners in association with Shaw Media. The initiative consists of three on-demand television channels called "Febreze Sleep On-Demand." Each channel airs a 60-minute program of music and images intended to help the viewer fall asleep. The channels are available through the Global video-on-demand service and the Global Go video application. Each channel is intended to reflect one of three new scents from the Febreze Sleep Serenity Collection: Moonlit Lavender, Warm Milk & Honey and Quiet Jasmine.
The channels are being promoted with three 15-second television commercials that are airing between 10PM and 2AM on various Shaw Media properties. The campaign was developed by Shaw Media, Starcom Mediavest Group, MediaCom and BCP.
"Watching TV in the bedroom is part of many Canadians’ bedtime routine," said Joyce Law, senior communications manager at Procter & Gamble Canada. "The new Febreze Sleep On-Demand channels, paired with the scents of the Sleep Serenity Collection, will help create the perfect bedroom oasis, from decor, bedding, lights and scents, to now include sound and images. This unique initiative is part of a national campaign that also includes a dedicated online sampler program where consumers can receive the product for free."