Soccer is fast and
intense. Which is why Febreze debuted “Can’t Wash This,” a new campaign built on a simple truth: Soccer's also stinky. As the official odor fighter of Major League Soccer, Febreze
tapped Trevor Noah to promote fresh scents.
The campaign by Elevate launches alongside new brand-integrated content during the podcast “What Now? With Trevor Noah.” For his World
Cup coverage, Noah shot inside the Red Bulls New York boot room. Creative also includes influencer content and MLS club social integrations, including LA Galaxy, FC Cincinnati, Red Bulls New York and
Atlanta United.
“I have loved soccer my whole life. It’s exciting to see how soccer has taken over the U.S., and Febreze felt like a natural fit for that — a brand that plays
an integral part in the soccer routine,” said Noah.
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The brand also partnered with multidisciplinary artist Temi Coker on a scent-inspired boot and Boot Room installation that
anchors the Febreze Boot Room Tour, a 40-foot x 40-foot traveling experience. Tour stops include:
- July 17: LA Galaxy vs. LAFC, Los Angeles, 3:30 p.m.–7:30 p.m.
- July 25:
MLS All-Star Fan Fest, Charlotte, 4 p.m.–10p.m.
- July 26: MLS All-Star Fan Fest, Charlotte, 4 p.m.–8 p.m.
- August 18: New York City Pop-Up, Flatiron, 10 a.m.–6
p.m.
- August 22: FC Cincinnati match, Cincinnati, 3 p.m.–6 p.m.
Febreze brand spokesperson, Esra Yeksek told Agency Daily: “Soccer is creating more of the
exact moments Febreze Fabric is made for: gear bags, cleats, couches, car seats, watch party spaces and locker room surfaces that pick up odor, but cannot always go in the wash. Febreze saw an
opportunity to show up with a real product solution in a way that feels timely, useful and true to the culture of the sport.”
Elevate’s brand work includes Target, Cîroc,
Glow and Tao Group.