Brief:

• Procter & Gamble's Febreze air freshener brand released an eight-track album of musical advertisements that have gained a following on social media, according to a company announcement. "The Freshness" is now available on a microsite and will hit streaming platforms this month.
• Febreze has released musical ads on digital and terrestrial radio platforms since 2015. The brand observed that the ads had gained a following among social media users who joked about being "fooled into liking ads" and asked the brand to release full songs, per the announcement.
• The album is a compilation of the most popular Febreze ads, in the style of hip-hop, country, pop and more. A new 90-second track titled "Nobody Do It Fresher" debuted yesterday as the album's opening track. Consumers can search the hashtag #TheFreshnessAlbum and follow Febreze on Facebook, Instagram and Twitter to participate in the album's release.

Insight:

In some ways, jingle writing has become a lost art form as more TV commercials depend on licensed music from popular recording artists. Febreze turns that notion on its ear (no pun intended) by helping fans celebrate their appreciation for its catchy musical ads with the release of a streamed album. Celebrating campy fun is one way for Febreze to appeal to audiences with an ironic appreciation for an art form aimed at selling air freshener. It's a somewhat subversive take on the broader brand authenticity trend targeting ad-fatigued audiences.

Febreze even plans a release party in Los Angeles on April 3, and is running a sweepstakes to give fans a chance to win two tickets to the event and a two-night stay. Fans can visit freshnessbyfebreze.com and listen to the "Nobody Do It Fresher" single and the full album to enter the contest. The winner will attend a private party at the Poppy nightclubs on April 3, and see performances by singer-songwriter Justine Skye (who doesn't sing any of the songs on the album) and special guests. The tracks will be played by P&G's DJs for the evening, Pedro Sampaio and Devin Lucien, the Cincinnati Business Journal reported. Febreze collaborated with Junto Sounds, a music production and sound design company, to produce "Nobody Do It Fresher."

The Febreze album follows other musical campaigns. Hamburger Helper, Wendy's and Wingstop have released branded mixtapes in the past few years. Skittles staged a Broadway musical on this year's Super Bowl Sunday, which will be followed by a new musical by P&G brand Olay at off-Broadway theater New World Stages in New York on April 9.