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Glade
Museum of Feelings

RAN IN: North America

CLIENT
S.C. Johnson

Salman Amin, COO
Melanie Domer, VP Marketing
Axel Bayala, Brand Manager
Ann Mukherjee, Chief Marketing Officer

AGENCY
Ogilvy & Mather *Lead Agency

Joe Sciarrotta, Chief Creative Officer
Tereasa Surratt, Group Creative Director
Donna Charlton-Perrin, Group Creative Director
Mack Reynolds, Executive Group Planning Director
Antonis Kocheilas, Head of Planning, Managing Director
Katie Maulbetsch, Management Supervisor


Edelman


PHD


Radical media


SUMMARY

In a stagnating, increasingly softening category can one brand change how people feel about air fresheners? Yes. Glade delivered a bold signal of reappraisal to a market with the highest standards: NYC. In a city known for global cultural influence, we created our own exclusive, immersive museum. The result was the pop culture event of the season. Thousands waiting in line for hours to get in. Sales targets exceeded by more than 350%. And people connecting their emotions to Glade fragrances like never before. We called it the Museum of Feelings.

CASE VIDEO


Hero Medium: EVENTS

Medium Featured On Video: GUERILLA;Buzz Marketing;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;OOH;Place-Based;Transit;PR;PRINT;Magazine - Digital;Magazine - Print;RETAIL EXPERIENCE;Retailtainment;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA

Audience: Women

Objectives: Increase awareness

Type: Business to Consumer

Classification: Local;National

Language: English