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Febreze dives into music with album

BY DSN STAFF

Fresh scents and music are two worlds that surely do not cross into one another, but they are about to thanks to Febreze.

The odor-eliminating brand, part of Procter & Gamble’s large portfolio of brands, announced the launch of an eight-track album, “The Freshness.”

Available to stream on the Freshness by Febreze website, and on major streaming platforms later this month, the project came about from having its musical advertisements discussed on social media by consumers, mainly from users who joked about liking the ads thanks to the music and speculation as to who was performing the songs, the company said.

“Febreze had no intention of creating an album when we first released our song ads on radio platforms,” Martin Hettich, vice president of P&G Home Care North America, said. “But, when consumers started clamoring for more catchy tunes on social media after hearing our ads, we decided it was time to give the people what they want!”

In addition to rereleasing its most popular songs, the brand also collaborated with Junto Sounds to create a new 90-second hip-hop track that’s an ode to the eliminating power of Febreze.

“Febreze is taking the idea of ‘freshness’ — a topic we are very passionate about — into the category of music, using this campaign to serve as a catalyst for ‘all things fresh.’ We highlight the freshest genres of music on our album, we dropped a fresh new single, and we’re rounding out the campaign by bringing together the freshest acts in music to celebrate the release of ‘The Freshness,’” Hettich said.

To celebrate the album’s release, Febreze will host a private party at Poppy in Los Angeles on April 3rd that will showcase a performance by singer and songwriter Justine Skye.

The brand also is encouraging consumers to share their thoughts about the album on social media by using the #TheFreshnessAlbum hashtag.

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