Car DIYers are loyal to the brands they've always reached for — and Febreze isn't one of them. The challenge: convince a skeptical, spec-driven audience to swap a category staple for a name they associate with the laundry room, not the garage. The strategy leans into what Febreze already owns — freshness, trust, ubiquity — and reframes it as a performance story, giving DIYers a premium, sensory-led reason to make the switch.