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Procter & Gamble promotes Febreze for holidays

Procter & Gamble has begun a holiday promotion in support of its Febreze line of air fresheners, particularly a limited-time-only collection of seasonal scents. The effort is centered on a website located at, which is intended to help consumers cope with the holiday party season. The site contains entertaining advice, video tutorials and chats with entertaining expert Sebastien Centner. Visitors to the site can also enter a draw for a catered holiday-themed house party for 30. The site is being supported by promotional materials in a number of print publications, as well as a national tour by Centner. Creative for the promotion was developed by Cossette, while MS&L handled public relations and Starcom MediaVest conducted media planning. Barefoot Proximity did the interactive work. Mosaic handled in-store activities. Media space was provided by Transcontinental.

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