(Procter & Gamble)


Most consumers believe air and fabric fresheners just mask odors. P&G asked Lexicon to develop a name to help make a superior product claim believable. According to one consumer, “P&G’s new product is remarkably different. It actually breaks down the odor molecules, makes them disappear.”


Be relevant, but unexpected. Starting with the basic idea of a “fresh breeze” led to an unexpected and distinctive new name that helped fuel one of P&G’s most successful product launches of the last twenty years.