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Air Wick
Home is in the Air

RAN IN: United States

CLIENT
RB

Chris Tedesco, General Manger
Heather Santos, Senior Brand Manager
Gary Rizzo, Senior Brand Manager

AGENCY
Droga5 *Lead Agency

Danielle Travers, Senior Strategist
Will Davie, Strategy Director
Tim Gordon, Group Creative Director
Olivia Legere, Group Account Director
Tara Lawall, Creative Director
Devon Hong, Creative Director
Sara Fletcher, Account Manager


Aegis Media Innov8


Lippe Taylor


SUMMARY

After years of decline, Air Wick needed to shift from a volatile, innovation driven comms strategy toward a brand purpose that could drive growth. We found it in a simple truth: without scent, your expression of home isnt complete. While the category promises to transform your home into a tropical paradise or field of lilies, the truth is that fragrance doesnt transform your homeyou do. By recasting the role of fragrance, we reversed Air Wicks share and penetration declines and put the brand on the path to sustainable growth.

CASE VIDEO


Hero Medium: Branded Content

Medium Featured On Video: Branded Content, Social Media, TV

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National, Multinational

Language: English