Air Wick: Reseeding our appreciation for nature

Melissa Mazenett

Air Wick, an American brand of air freshener, reseeded wildflowers and increased market share in the US by raising awareness and helping to save grasslands.

Campaign details

Brand: Air Wick Brand owner: Reckitt Entrant company: HavasIdea creation: Havas New York Market: North America (general region) Sector: Sundries Media channels: Packaging & design, Events & experiential, Word of mouth, Influencers, KOLsBudget: 1 - 3 million

Executive summary

Air care, a category born to spark emotions, had become a battle of innovation and ingredients. Brand connection along with loyalty was becoming non-existent. In order to reignite meaningful connection with people, Air Wick had to lean into our purpose of Connecting People...

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