Air Wick: Home is in the air

This case study describes how Air Wick, a home fragrance brand launched in 1943 in the United States, re-energized the brand by triggering an emotional response to its product line.

Air Wick: Home is in the air

Agency: Droga5

Objectives

A Brand Without A Purpose

Air Wick launched in 1943 as a home fragrance brand in the United States. Over the years, it's grown into multiple categories across numerous continents, with products sold in more than 70 countries today. But despite this history and growth, Air Wick has never defined an ownable position in the minds of U.S. consumers—after over 70 years, it's relatively little loved, nor thought of as having distinctive benefits.1

This response from our qualitative research was typical:

"If Air Wick were a person at a...

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