Championing The Emotional Power of Scent
Brand Positioning Video
THE CHALLENGE:
Consumers primarily think of the air care category for odor elimination, a usage occasion that is becoming less and less relevant in the modern world.
THE INSIGHT:
The more we do, the less engaged we are in the world around us. While scent is the most emotional sense we have, people are not taking the time to stop, breathe and genuinely feel.
THE IDEA:
Champion the emotional power of scent by re-positioning Glade as the spark that ignites the world’s best feelings.
THE RESULTS:
The “Best Feelings” relaunch campaign drove the highest market and dollar share increases for the brand in over 5 years.
The relaunch campaign was designed to provoke consumers into rethinking the role of scent as an emotional spark.
Holiday spots driven by original music gave audiences the feeling of Glade’s seasonal collections.
Scratch-and-Sniff Print Ads distributed emotional free samples to the masses.
A redesigned website showcased the uniquely evocative fragrances of Glade.
A cohesive look and feel applied across all products, channels and regions unified the brand experience.