Airwick Gives 'The Gift of Home' by Capturing Scents of Different Houses
Christopher Magsambol — November 10, 2015 — Marketing
Airwick's newest campaign 'The Gift of Home' created customized scented candles for couples downsizing from their beloved houses. The ad follows the story of three families who have lived in the same house for decades, and documents their desire to move. As they prepare however, they retell stories of specific scents and smells they feel are synonymous with that particular house.
Airwick's lab used the famiies' detailed stories to create a scented candle that captures the smell of their old houses. A man whose wife passed away recalled sipping ginger tea with her by the fire. As a house-warming gift, Airwick created a candle that was infused with ginger, honeysuckle, lilac and wood. His reaction is priceless, with Airwick perfectly recreating the scent and allowing the man to relive those memories in his new home.
Airwick's lab used the famiies' detailed stories to create a scented candle that captures the smell of their old houses. A man whose wife passed away recalled sipping ginger tea with her by the fire. As a house-warming gift, Airwick created a candle that was infused with ginger, honeysuckle, lilac and wood. His reaction is priceless, with Airwick perfectly recreating the scent and allowing the man to relive those memories in his new home.
Trend Themes
1. Customizable Scented Products - Brands can create personalized and unique scents for their customers, capturing the essence of people's memories and desires.
2. The Nostalgia Factor - Brands can use the power of scent to evoke past memories and emotions, creating a stronger connection between consumers and their products or services.
3. Multisensory Experiences - Brands can enhance customer experiences by combining smell, taste, touch, sight and sound in innovative ways, offering a more memorable and engaging experience.
Industry Implications
1. Home Fragrance and Scented Candle Industry - There is a growing demand for more personalized and meaningful scents, giving companies the opportunity to create more innovative and customized products.
2. Real Estate and Moving Industry - Companies can offer scented products as a way to help individuals cope with the emotional stress of moving and preserve memories of their old homes.
3. Restaurants and Food Industry - Restaurants can use scent to enhance the dining experience and offer customers a more immersive and enjoyable experience that appeals to all the senses.
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