Transcend Function
Through Emotion
The Challenge
The air care industry had shifted to become all about odor elimination. As a brand rooted in scent, Glade was losing share to competitors laser focused on functional benefits, and needed to do something to remind people that Air Care could be used to spark emotion.
The Insight
The Power of Scent
Thanks to the olfactory nerve’s direct linkage to the brain, scent plays a crucial role in taste, mood, emotion and—according to emerging science—memory retrieval. That got us thinking: while everyone else is trying to eliminate odor, we could use the power of scent to help people trigger some of their fondest memories.
OUR IDEA
The Memories Project
Mother’s Day is one of the most popular days to relive good memories. So, we went on a mission to use the power of scent to help spark memories and give hope to those who need it most – over 5 million people suffering from Alzheimer’s disease. We created a special collection of memory-evoking scented candles which people could customize with a picture & personal message. Every cent from every purchase went to fund Alzheimer memory retrieval research at the University of Florida Center for Taste and Smell.
The Results
An Unforgettable Campaign.
Drove Ecomm sales
increase vs PY
Achieved >15M
total impressions
