Air Wick: Reseeding our connection to nature

Air Wick, an air care brand, partnered with WWF and started OneSquareFoot to help re-seed America’s shrinking wildflower habitats, create awareness, and grow share and sales.

Summary

Air care, a category born to engage our senses and spark emotions, had become a battle of innovation. Brand connection and in turn, loyalty, was becoming non-existent. In order to reignite meaningful connection with people and grow the brand, Air Wick had to prove a bigger commitment to consumers and the world they live in.

We discovered that over 33 million acres of wildflower habitats have disappeared in North America. These wildflowers not only provide homes to essential pollinators, they also inspire the Air Wick scents people love. However, this is a problem people were unaware of, which means...

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