Glade: Scent by Glade

Glade, a household air freshener brand, transformed ignored packing material into a branded sampling device filled with its latest fragrance in the US.

Campaign details

Brand: GladeAgency: OgilvyCountry: United States

Objectives

Our goal was to successfully launch Mandarin & Mimosa Room Mist by generating trial: we wanted to more than double the sales growth rate from our launch last year (from 4% to 10% versus previous 10 weeks).

Summary of the work

Online shopping is on the rise, with millions of people choosing to shop on their devices instead of in stores. This puts a fragrance brand like Glade in a tough position, because sampling fragrance is an immersive experience you just can't get from a digital screen....

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