Air Wick: Reseeding our Connection to Nature

Melissa Mazenett, Sara Knee, Micha Lustan

A problem-solving environmental campaign saw air care brand Air Wick break away from its indoor focus to grow sales and boost differentiation in what had become a cluttered category in North America.

Campaign details

Brand: Air Wick Brand owner: Reckitt Entrant company: HavasIdea creation: Havas New York Market: United States Sector: Sundries Media channels: Social media, Word of mouth, Influencers, KOLs, Websites & microsites, Packaging & design, Online video, Content marketing, Public relations, Television & Connected TV Budget: Up to 500k

Executive summary

This is the story of how air care brand Air Wick broke through category norms that focus solely on indoor environments to address a real problem in outdoor environments.

Air Wick was already...

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