Product

Air Wick Freshmatic i-motion is the automatic spray with intelligent motion technology. Not only does it help to keep rooms smelling fresh by maintaining fragrance throughout the day, a new product advancement also automatically adjusts fragrance levels making it easier and convenient to keep homes fresh, pleasant and odor free.

Challenge

There was an unmet consumer need of “creating an atmosphere” that welcomed visitors or family members with fragrance, as opposed to typical domestic air care products which tended to be more concerned about odor masking. How to position the product to take advantage of this was an important consideration for Euro RSCG in developing a program to help bring Air Wick into the consideration set of Japanese air care products.

Solution

To differentiate communications from competitors – who focus primarily on functionality – i-motion communications positioned the product as a friend or ally in the continuous maintenance of a fragrant atmosphere for the home. The TV commercial demonstrated the physical and emotional benefits of i-motion by portraying pleasant fragrance through the eyes of both housewives and the product itself. This key value communication was leveraged into retail and digital channels.

Result

The communication program built awareness and brand as well as product affinity, successfully communicating the brand’s value of ‘pleasant fragrance’ and driving sales uplifts.

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