it’s a breath of fresh air

What instantly comes to mind when you encounter a lingering odour?

In this Febreeze commercial, a red fish “swims” around the living room, drawing the attention of all the family members. It is later revealed that the fish represents the smell from a previous meal. After identifying the “fish”, the family turns to Febreeze to get rid of the odour, and a narrator explains how Febreeze doesn’t just cover up the odour, it eliminates it and leaves a delightful scent.

Given this commercial, it is evident that Febreeze is targeting households where home cooking is practised. However, close attention to details reveal even more subliminal  messages. For example the baby in the scooter at 0:05 of the video. This hints to the audience that Febreeze can also cover up the smell of the baby’s used diapers, appealing to the baby caretaker’s market.

In terms of how this commercial considers the macroenvironment of the company, we look at the trends going on in our current world. In our society, we are leaning heavily towards a more healthy living environment. This commercial exhibits how Febreeze doesn’t just cover up the odours caused by bad bacteria, it eliminates them. They appeals to the social trend of staying clean and healthy.

As for the rest of the marketing concepts applied to this Febreeze commercial, I will have to finish more of the course in order to analyze them.