CINCINNATI: P&G is launching its newest product in the Febreze line, Febreze to Go. The company will forgo other marketing efforts in favor of a grassroots PR push with the American Automobile Association's (AAA) Publishing Network.
The initiative, slated to begin September 1, includes an in-store presence and ads in the AAA magazine, Home and Away. In AAA's approximately 1,100 retail outlets, P&G will offer information packets with travel tips and suggestions for using the product, as well as a coupon for it. AAA has 15 million members.
"AAA is a well-known entity with relation to travel, so it's nice synergy and good credibility," said Ross Holthouse, external relations manager for Febreze.
"This is a really targeted way to get to customers," adds Amanda Teder, assistant brand manager for Febreze. "Everyone who goes into [AAA] stores is traveling or getting ready to travel, so people are really receptive."
Manning Selvage & Lee is AOR for Febreze, as well as P&G's home care division. Earlier this year, PRWeek reported that P&G was piloting a pay-for-performance model for its Oral-B marketing communications activity.
Holthouse said that MS&L "has been a key partner for a long time" and that the alternative structure has not "cascaded over into other businesses."
The launch of Febreze to Go comes during an ad campaign for fabric care, which will include Febreze, so nothing more is currently planned.