One of Procter & Gamble's best-selling products is Febreze. It is aimed at individuals who do not like washing laundry and has been positioned by P&G as an alternative method of completing this chore. An ideal target market is the almost 20 million college students in the United States and Canada. With busy class schedules, work and social events, who has time to be constantly doing laundry? For jeans and other clothes that are not quite dirty yet, Febreze offers the chance to refresh the clothes and eliminate any possible odours. John Paquin, Executive Vice President states that "washing is not a convenient part of the lifestyle at college." He also recognizes that "mainstream media buys (such as television) are not effective for the 18 to 22-year-old audience.

1. Based on the target audience, discuss the creative strategy you would recommend to the client. In your answer make sure you are considering theme, tone and style, the appeal technique, and slogan.