AirWick: Home is in the air

This case study shows how Air Wick, an air care brand, created an emotional brand story to drive sales in the US.

AirWick: Home is in the air

Campaign details

Agency: Droga5Brand: AirWickAdvertiser: Reckitt Benckiser

Summary

How do you take a highly functional air care brand and recast it through an emotional brand story that will drive sales? This is the challenge we tackled with Air Wick, resulting in the new brand platform Home is in the Air.

The air care category is innovation driven and filled with clichés. So for years, Air Wick followed the pack and played to these norms, relying on new nozzles and subtle pack tweaks to entice consumers. But after several consecutive...

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