Grey asked us to help transform Febreze’s digital and terrestrial radio strategy. The idea was simple: make the Febreze brand sound so good that people wouldn’t realize they were listening to an “ad”… and instead think it was an actual Top 10 Hit Song,

Sounds impossible… right?

5 years later with with some groundbreaking stats (and numerous industry awards) collected along the way, this little experiment has become the sonic signature behind the entire global Febreze broadcast campaign.

When Ogilvy and Coke Zero came to us to discuss the limits of incredible sonic taste, we replied “there are no limits!”. And then we had to back that up. A “Drinkable Commercial”?…whaaaaat?

In order to pull off the “Sound Delicious” campaign, we brought in Paula Fairfield, who was the lead sound designer of HBO’s Game of Thrones; yes, she created all the crazy good dragon sounds! We spent a week, alongside the creative team, hidden away in a folly sound studio in California- relentlessly dialing in the perfect pour, perfect ice crackle, perfect glass sounds, etc.
The results? Besides a Cannes Lion? (humble brag)… They speak for themselves.

“We realize you have already pulled off the impossible by finding us our dream brand launch song and clearing legal rights in under a week but… is there anyway we can get the artist (Aloe Blacc) to perform at the official launch event in two days?”

We like happy clients. Plus, we are problem solvers at heart. So when the CMO of Truist asked if it was possible to get Aloe Blacc (who was currently shacked up at an off the grid family residence in small town, Germany.. yes, Germany!)…. far from from where he would need to be in Charlotte, North Carolina in under 48 hours, we knew we had to act fast.

It took 10 phone calls to convince his manager that we could pull this off in a way where he would be comfortable with and 1 giant reach out to out to a trusted friend at a private aviation company and by the next day, we had chartered the only private plane in the area that could possibly get him to the event on time.

The G-IV jet picked him up at Paderborn airport in the German state of North Rhine-Westphalia. (we had never heard of it either at that point). It stopped to refuel in Maine and finally landed in Charlotte NC just 2 hours before soundcheck. The show was incredible! Aloe stepped out on stage as a complete surprise to everyone and and the rest was history….how we got him back to Germany is it’s own story 😉