Havas Germany Helps Transform Air Wick from Odour Concealer to Home Enhancer

Creative agency Havas Germany worked with air freshener and fragrance brand Air Wick on a new campaign to highlight the new scents of its air fresheners and reframe the product.

With ‘Cozyness all around’ the brand wants to position the air fresheners as a tool to create a “cozy” feeling at home, rather than being used as a cover-up of unpleasant smells.

To achieve this, Air Wick launched air fresheners with a new formula containing twice the amount of essential oils to focus more on the appeal of the scents.

The spot uses animals to show the new fragrances as so pleasant and inviting, that even natural creatures feel attracted to them and feel at home.

Sharing more detail about the idea, the campaign team said, "The use of animal humour was a conscious decision to differentiate ourselves within the category. Home fragrances are often associated with masking unpleasant odours – we wanted to break that stereotype. The animals bring lightness and charm to the theme, making the products likeable and entertaining.”

"A home is much more than just four walls – it's a feeling," explains Delphine Jaume, senior brand manager at Air Wick. "Our new Air Wick plug-in fragrances contribute precisely to this feeling by creating a pleasant, natural scent."

Eric Schoeffler, CCO Havas Germany and ECD Europe, comments: "Our sense of smell influences our perception more than we consciously realise – it's the most direct path to our emotions."

The main TV spot is supported by digital assets including online video ads, social media videos, and banners.