News Release

Febreze’s First-Ever Super Bowl Ad Celebrates A Great American Pastime: The Halftime Bathroom Break

Actress Kathryn Hahn and New Febreze with OdorClear TM Technology Helps Ensure Your Bathroom is Halftime Ready

Monday, January 30, 2017 7:00 am EST

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"Whether we are tuning into the Super Bowl for the ads, the halftime show or even the game, let’s face it, any working mom can you tell you the real MVP is your bathroom!"

CINCINNATI--(BUSINESS WIRE)--Today, Febreze, an Official Sponsor of the NFL, unveiled its first-ever Super Bowl ad, “America’s Halftime Bathroom Break.” The 30-second Febreze spot will air during the second quarter of Super Bowl LI on Sunday, February 5th. Created by Grey New York, the spot is voiced-over by actress Kathryn Hahn and provides a humorous look at the always-anticipated Halftime #BathroomBreak – the phenomenon that occurs as millions of football- and ad-loving fans rush to the bathroom in the minutes between the halftime whistle and the halftime show.

The ad is conveniently timed to air just prior to America’s mad dash to the can at halftime. It is an extension of Febreze’s brand new “Odor Odes” marketing campaign, also voiced-over by Kathryn Hahn, which is centered on how the things we love the most, can also stink.

The brand also produced a longer-form film that depicts the unifying moment we encounter in both anticipation and celebration of the Halftime Bathroom Break on game day. It tells the full Halftime #BathroomBreak story, and is based on a consumer-behavior driven insight that when the whistle blows, the Halftime Bathroom Break ensues. In fact, more toilets are flushed between the second and third quarter of the Super Bowl than at any other time during the year1.

“I had so much fun working with Febreze in making this spot, which really is a humorous take on that squirm-in-your-seat moment we can ALL relate to,” said Hahn. “Whether we are tuning into the Super Bowl for the ads, the halftime show or even the game, let’s face it, any working mom can you tell you the real MVP is your bathroom!”

The Super Bowl ad reflects the culmination of the brand’s Halftime #BathroomBreak campaign, designed to remind consumers to get ready for game time with New Febreze with OdorClearTM technology. It includes: a 30-second TV teaser spot, a longer form online video, digital ads, in-store and a PR campaign linked with Charmin.

“Last week we launched our toughest Febreze formula to date and an all new brand marketing campaign. With over 100 million fans expected to watch the Super Bowl this year -- and the anticipated spikes in halftime bathroom usage -- we felt it was the perfect time and place to unveil our first-ever Super Bowl ad,” said Martin Hettich, Vice President of P&G Home Care North America and Brand Franchise Leader for Global Air Care. “We’re capturing the experience of millions of game watchers as they sit cross legged, squirming and holding it until halftime. It’s a witty and relatable moment that Febreze is uniquely poised to own on game day.”

To view the brand’s full Halftime #BathroomBreak Super Bowl advertising campaign, including the pre-game content, online video and in-game ad, visit the brand’s YouTube channel: www.YouTube.com/Febreze.

About Febreze®

In 1998, Procter & Gamble (P&G) gave households a breath of fresh air with the launch of Febreze®, known today as the preeminent brand for providing a fresh, clean scent and eliminating odors from fabrics and the air. Febreze® boasts a line of products with freshness capabilities that range from ridding of pet odors and tackling sweat stink to decorating the home with scent and freshening on the go. Febreze® continues to be one of the fastest growing brands in P&G’s portfolio of household brands and bring innovative products to market. Fresh air is an essential and basic human right, and that the air we breathe can give us “fresh starts.”

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

1. "Everybody Flushes At Once, the Super Bowl Edition." Pat's Papers. N.p., 9 Feb. 2011. Web. 13 Jan. 2017.

Contact:

Media:
Procter & Gamble
Mandy Ciccarella, 513-983-6628
ciccarella.aj@pg.com
or
Citizen Relations
Becky Harding, 212-613-4914
rebecca.harding@citizenrelations.com

Multimedia Files:

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Febreze, an Official Sponsor of the NFL, unveiled its first-ever Super Bowl ad, "America's Halftime Bathroom Break." Created by Grey New York, the spot is voiced-over by actress Kathryn Hahn and provides a humorous look at the always-anticipated Halftime #BathroomBreak - the phenomenon that occurs as millions of football- and ad-loving fans rush to the bathroom in the minutes between the halftime whistle and the halftime show. (Photo: Business Wire)
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