PROCTER AND GAMBLE INTRODUCE FEBREZE
By Adnews Staff
Procter & Gamble of Toronto have introduced a one-step solution to eliminating odors with the launch of Febreze. The company is pitching the household spray as a way to eliminate odors in carpets, furniture, upholstery, drapes, bedding, clothing, canvas shoes, pet beds, sports/gym bags and luggage rather than simply covering them up. Febreze is sprayed onto an object until it becomes slightly damp. The mist is designed to penetrate fibres and dissolve odor. As the spray dries, the odor fades. The Canadian launch of Febreze follows a prior roll-out in the U.S. Beginning this month, Febreze will be available across Canada at grocery, mass merchant and drug stores. Febreze will be promoted using national television and print ads. Advertising for Procter & Gamble is done by Grey Canada. PR for P&G is handled by Advance Planning of Toronto.