The Marketing of Febreze
(and Other Ways We’ve Been Had)
The commercials and advertisements we see are almost all carefully crafted by teams of “scientists”so that they have the greatest impact possible, resulting in people believing that we NEED to buy and use these products for our lives to be complete.
Here’s how Febreze was marketed and we the people have been manipulated into buying and using an unnecessary and toxic product.
Some excerpts from an article well worth reading:
How Companies Learn Your Secrets
By CHARLES DUHIGG
… “When they got back to P.& G.’s headquarters, the researchers watched their videotapes again. Now they knew what to look for and saw their mistake in scene after scene. Cleaning has its own habit loops that already exist. In one video, when a woman walked into a dirty room (cue), she started sweeping and picking up toys (routine), then she examined the room and smiled when she was done (reward). In another, a woman scowled at her unmade bed (cue), proceeded to straighten the blankets and comforter (routine) and then sighed as she ran her hands over the freshly plumped pillows (reward). P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine.