Agency:
Client:
Defining a new premium segment in mass-market air-care, Air Wick achieved UK sales growth four times higher than the wider, declining category with Essential Mist.
Air Wick’s owner, Reckitt collaborated with DCA to shake up the middle-ground in home-fragrance with a brand-new product aimed at attracting younger buyers.
The new vaporiser, Essential Mist, is priced at £10 per unit (against a category average of £4.79) and justifies its price premium with a sleek, easy-to-use design informed by extensive user research.
Agency:
Client:
Despite the plug-in scent market declining by 3.4%, sales of Air Wick’s new Scented Oil Warmer continue to rise. And it’s down to an innovative product design.
To drive brand loyalty with a best-in-class product, an oil warmer was created with five intensity controls to improve the fragrance experience. This USP was central to the design, and the plug-in also needed to suit different home styles with its aesthetic appeal.