Febreze kicks off Breathe Happy campaign
CINCINNATI — Febreze officially has launched a new campaign that features real people participating in live scent experiments.
The air freshener brand’s Breathe Happy campaign shows consumers’ reactions to odor scenarios and the "air transformation" that Febreze provides, the company said.
In addition to its TV ads, Febreze said it will extend its Breathe Happy campaign to Facebook and Twitter (@Febreze_Fresh) with various promotions, including live freshness experiments, user-generated rewards and free product giveaways.
“Breathe Happy is a first-of-its-kind campaign in the air care industry, rooted in the Febreze brand purpose to give people the fresh air that they deserve and desire,” said Jeff Pierce, P&G’s Febreze external relations. “Following [the] advertising launch, we will spread Breathe Happy to people everywhere, delivering unique moments at events and on Facebook [and] helping the world to Breathe Happy no matter what their surrounding conditions.”
Rite Aid shuffles executives in HR, operations departments
CAMP HILL, Pa. — Rite Aid announced Thursday changes in its human resources and operations departments.
The 4,700-store chain named Brian Fiala as EVP human resources and Robert Thompson as EVP store operations. Rite Aid also appointed Bill Romine as SVP of the chain’s Western division.
Fiala previously served as EVP store operations, having joined the company in 2007 after working for 24 years at Target. He replaces Steve Parsons, who is leaving the company to take another position, and will report to president and CEO John Standley.
Thompson will replace Fiala as EVP store operations, reporting to COO Ken Martindale. Thompson began at Rite Aid in 2007 and has been responsible for operations at the more than 850 stores the company operates in the Western United States. Before joining Rite Aid, he worked at Target for 20 years.
Romine, formerly group VP for Metro New York, will replace Thompson. Romine joined Rite Aid in 1996 when the company acquired the Thrifty PayLess drug store chain; he began working for PayLess in 1976, starting as a cashier and working his way up to store manager.
With flat June sales, Fred’s expects Q2 to be at low end of projected range
MEMPHIS, Tenn. — Fred’s on Thursday reported sales of $179 million for the five weeks ended July 2, representing a relatively flat 0.1% increase, compared with the year-ago period.
Comparable-store sales for the month dropped 0.7%, compared with an increase of 1.7% in the same period last year.
"June sales reflected the volatility experienced with our customers’ purchase patterns and demonstrated the broader decline in consumer sentiment that has been reported for the month,” Fred’s CEO Bruce Efird said. “After a solid start in the first half of June, we saw a significant downward adjustment in the last half of the month as customer traffic remained positive but our average customer ticket declined. Another example of the challenging economy was seen in the paycheck cycle, which was very pronounced in the final weeks of the month, but the sales on July 1 were the highest single-day amount for the year,” he said. “Because of less-than-expected May and June sales, we now expect second-quarter earnings to be at the low end of our forecasted range."