AIR WICK Touch of Luxury

Air Wick tasked us with launching their latest premium air care collection, Touch of Luxury. With a large base of shoppers loyal to the category but not brand, the challenge was to drive brilliant stand out at a very cluttered fixture but also encourage sign-up to Airwick’s Fresher Homes Club CRM scheme (to maintain loyalty).

Our solution was an activation-led campaign, which tapped into the insight that air freshener shoppers are intensely proud of their homes. So we offered them the chance to design a dream room and then win it. The campaign was promoted in-store and on-pack, which then drove people online to sign-up to the Fresher Homes Club and create their moodboard through an engaging brand experience.

We brokered a partnership with Ideal Home magazine, produced best practice global guidelines and executed in the UK across all customer journey touch points from press through to in-store. The campaign is now live at www.airwick.co.uk