{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fchoicehacking.simplecast.com%2Fepisodes%2Fhow-psychology-built-febreze-into-a-1b-brand-kmz_3l4I","width":444,"version":"1.0","type":"rich","title":"How psychology built Febreze into a $1B brand","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/4cc855ba-7638-47fe-b5cd-a7b0a43a6803/e0c3570f-2edd-473c-9c0d-9d74fab10578/podcast-20cover-203-0-20choice-20hacking.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"","height":200,"description":"Known for creating iconic household names like Tide, Head & Shoulders, and Gillette, P&G literally invented the modern brand. \n\nAnd back in 1996, they were ready to launch what they thought would be another massive brand. \n\nIt was a technology and product the world had never seen before - \n\nA spray that could erase smells. \n\nNot cover them up with a stinky perfume, but actually erase them from existence. \n\nLeaving a home smelling soft and clean.\n\nLike when you open the windows and a fresh breeze blows in. \n\nAnd that’s why they called it Febreze.\n\nP&G had high hopes for the rollout and sales were strong… at first. \n\nBut they noticed that people weren’t coming back to buy another bottle.\n\nIt was a one and done purchase - a death sentence for any new household cleaning product.\n\nTo succeed, these products have to be bought again and again - ideally becoming a household staple that made it on the family shopping list. \n\n👉 So P&G’s market research team followed some customers into their homes to do observational research to try and solve the problem...\n\nAnd they discovered something fascinating.\n\nJoin me today as we examine how Febreze, a simple odor removing spray, went from a failing brand to a massive success - earning the title of 25th billion dollar brand at legendary house of brands Procter and Gamble… \n\nall with a bit of marketing psychology and behavioral science.\n"}