While out in Vegas at the FMI show a few weeks ago I confirmed what I always believed. The FMI show is a well-done Food related Industry show that garners about everything under the sun that has to do with food. What I witnessed was how the niche market has expanded and makes you see value in their products. Of course the “Green” initiative is big in any field today, but how about the groups selling “mist”ers that lightly water your vegetables in any grocery store that saves you money on water? Or what about re-using the water and the company that supports that? What about the company that sells the bolts that go with those “mist”ers that won’t rust? What about the company that has the padding the vegetables lay on that will allow the water to breath into the piping system that another company is selling. It goes on and on. Everybody is tied to everybody and as time grows, it’s getting incredibly connected.

Let me explain this concept in another way, How did one concept and brand bleed over to so many other companies in such a short amount of time? The product and brand is Febreze. You remember the nice smelling odor- eliminating product? Well in a few years span this is what they have done:

1. Febreze Freshener- Now in 15 scents
2. Febreze To Go- Now in two scents
3. Febreze NOTICEables oil warmers that last 30 days- 16 scents
4. Febreze Candles- 13 scents
5. Febreze Air Effects- 15 scents
6. Febreze SPORT Extreme Odor Eliminator
7. Febreze Home Collection Flameless Luminary-four scents
8. Febreze Room Spray- four scents
9. Febreze Home Collection Scented Reed Diffuser- four scents
10. Febreze Home Collection Soy Blend Candle- four scents
11. Febreze Pet Order Eliminator- four products
12. Febreze Car Odor
13. Febreze Smoke Odor
14. Febreze Bacteria Odor
15. Febreze Allergen and Odor
16. Febreze  Food Odor
17. Febreze Carpet Odor
18. Febreze Closet Renewables
19. Febreze Laundry Odor Eliminator
20. Tide with Febreze Freshness
21. Bounce with Febreze Fresh Scent
22. Swiffer with Febreze Fresh Scent
23. Mr. Clean Bathroom Cleaners, Magic Erasers, Multi-Surfaces Sprays, Your Home Pro products, Cleaning Tools all with Febreze
24. Downy with Febreze Fresh Scent

It is remarkable what they have accomplished in such little time. Their demographics range from 16 year olds to Senior Citizens. These are real products that are probably in your cabinet and now a comfortable brand that people trust. But Febreze as a company needed to join forces with so many other companies to make this happen, even the injection molding of their containers, the spring in their sprayers and Yankee Candle who is assisting with their candles.

Everyone is connected to everyone. FMI had so much cross selling I couldn’t tell if Oscar Mayer Hotdogs were the brand and they partnered with Black Angus or if Black Angus approached Oscar Mayer? Is the product for Senior Living or a Single Soccer Mom? For the consumer, who cares? We win and keep winning big.

Related Posts:

• A Product that Saves The Planet?
• Food Retail E-Mail Subject Lines of the Month
• Food Retail Subject Lines of the Month for November 2010
• Packaging is Just as Important as the Brand
• Stevens & Tate Marketing Mentioned on FoodProcessing.com

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