• Ad Age, Tuesday, October 30, 2007 12:11 PM

Procter & Gamble has kicked off "What Stinks," an online and viral campaign for its Febreeze fabric-refresher spray that's aimed at college students. Recognizing that the campus is a far cry from where the marketer has thrust its marketing efforts in the past, Febreze and Grey--its longtime ad agency--decided a mainstream-marketing approach likely would fail.

WhatStinks.com--an interactive Web site all about Febreze spray--is housed within Facebook; P&G also plans media buys and banner ads on the popular social-networking site. The brand swaps its "It's a breath of fresh air" tagline for college-oriented ones such as "Febreze ... Because surprise! Your parents are visiting!" It also adds a mascot in the form of a gigantic Converse-wearing nose.

Other features of the site include: the "Dank Game," a video game where players are armed with bottles of Febreze to attack dirty socks and boxers, and a "What Stinks" news feed. The marketer is also invading campuses with a Febreze-branded comedy tour featuring the improvisational troupe Upright Citizens Brigade.

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