Anybody remember Kool & The Gang?
"Fresh as a summer breeze" sounds like an ad campaign for laundry detergent. There is actually a perfume they add to detergent called Fresh. It’s supposed to simulate the smell of laundry that’s been hanging on a clothesline. And it’s not limited to detergent: fabric softener and dryer sheets have the same perfume added. Even Clorox bleach does what it can to take the "swimming pool" smell out of their bleach, and replace it with a floral scent.
"Fresh" is a great marketing word, because fresh is something everyone understands and likes. Fresh water, fresh air, fresh fruit, fresh fish, fresh coffee… It might be because we know how fresh feels, and tastes, and smells. Would you buy a laundry detergent that promises to make your clothes smell like a wet basement or a musty room? Would you want a cup of coffee from a pot that’s been sitting on the burner most of the afternoon? Would you like to breathe the air around a refinery or paper mill, or drink water from a styrofoam cup that’s been sitting in the car for three or four days? I doubt it.
One of my favorite scenes in a movie is from Barbarians At The Gate, a 1993 movie that starred James Garner. Based on a 1989 book of the same name, it was about the leveraged buyout of RJR Nabisco. Early in the movie, they talk about Premier, a smokeless cigarette which they believed would put RJ Reynolds at the top of the cigarette business again. Problem was… well, here’s the scene from the movie where they discuss the market tests. NOTE: The scene uses some language that is unsuitable for younger and more sensitive viewers.
If you chose not to watch the scene, suffice it to say that Premier cigarettes neither tasted nor smelled fresh.
Fresh is a good thing, whether we’re talking laundry products, food, cleaning products, air fresheners, even soap ("fresh and clean as a whistle, that’s Irish Spring!"). Personally, there’s nothing better than sleeping on clean sheets. They feel so fresh…