Not too long ago, Febreze the brand was as stagnant as the household odors it is sworn to fight. Sales were flat and going nowhere, but P&G noticed a trend: Consumers were finding new uses for the
spray. That insight led to brand extensions such as candles, air fresheners and plug-ins-all of which were hits.
Today, Febreze is nearing the billion-dollar annual sales mark. The
lesson? The key for any brand-perhaps more so than sales-is standing for something in the minds of consumers. Once a brand has established a profile and means something to people, it's not hard to
extend that equity to new products. The same is true for V8 and Clorox bleach. Expect more extensions from Febreze in the near future.
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