Marketing a product powered by the Febreze name created immediate credibility. The challenge was awareness. Many consumers were unfamiliar with cabin air filters and the role they play in vehicle maintenance.

Gelia developed a launch campaign that educated both automotive DIYers and family-focused consumers while clearly communicating the benefits of the Febreze Cabin Air Filter by Purolator.

To make the product approachable and memorable, the team created an entertaining, relatable video concept built around a humorous family interaction. The creative simplified the “how” and “why” behind cabin air filters, connecting product performance to everyday comfort.

The video was deployed across paid and social media channels to introduce the new filter, reinforce brand credibility, and establish Purolator’s leadership in the category.