• Brandweek, Thursday, January 11, 2007 11:45 AM

Starting Saturday, Proctor & Gamble's Febreze brand is heading to malls across to the country to find a new face for its Air Effects air freshener. Consumers interested in auditioning for the role will be asked to do their best "freshness lover impersonation."

That's what other companies might call a heavy user. They "are people who just can't get enough of it," said Michael Sabbia, assistant manager for the brand. "They spray their couches and rugs with fabric spray. They are constantly spraying fresheners in the air and use electric air fresheners to scent each room."

Last month, P&G chairman A.G. Lafley singled out Air Effects' revamped can design as a model of the company's approach to package design. It has led to "double sales versus going-in expectations."

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