Air Wick Brief
The Brand Context
Air Wick is known for being one of the big three air fresheners. An air freshener’s success as a product is based in brand loyalty and perceived advantage, not in comparative advantage. Therefore the brand with the most defined voice has the most power. Air wick positioned themselves as the ‘Home’ brand, playing into our strong connection between smells and places.
Our Objective for this Effort
We want people to identify their cars with their homes and have that same nostalgic and emotional connection. Our goal is for people to feel like something is missing in their cars without the familiar smell of their Air Fresheners.
The Cultural Context
Our homes act as backdrops to our family stories. Our walls are decorated with pictures of moments that we are with our families, that we accomplished things, and that we were all brought together. We use our homes as reminders for what is important to us and who we are.
The Strategic Direction
Our strategy is to build off of Air Wicks brand as ‘home’ and expand people’s view of home to their car. When you go to work it would be the last reminder of home. Similarly it would put you in the mindset of being home when you leave. Similar to a house, you share many family memories. Vacation, practices, and road trips to get together, your car acts as your house on wheels.
The Strategic Direction in one simple sentence: Your car is the part of your house that can go other places.