GLADE Brand Repositioning

I was hired as a contract Concept Director for a Glade pitch. This is the program I concepted, directed the design of, and wrote the copy for.

It was conceived using insights from the planning team about the way fragrance can affect the way people feel.

SITUATION

For years, “air fresheners” have been marketed around masking or eliminating odors. 

Recently, Febreze had taken ownership of “refresh” – making things smell better.

Glade had become known more as a “fragrance”, which has less urgency to it than “refresh” when it comes to purchase intent.

I came up with this concept to reposition the Glade brand around something with more urgency it could ow

CHALLENGE

Turn fragrance into a stronger purchase incentive.

INSIGHT

Smell is the only one of the five senses directly linked to the brain’s emotional control center and can affect the way we feel in less than 10 seconds. 

MARKETABLE BENEFIT DEVELOPMENT

I put together a chart showing the benefits of specific fragrances and which Glade products contained those fragrances. A variation of this chart was used for POS display, direct mail and more.

SOLUTION

Marketable Idea

A fragrance sprayed in a room doesn’t just change the smell of a room. It has the capability to change the whole mood of the room and everyone in it.

Strategy

Make fragrance a force for good.

CREATIVE EXPRESSION

A key learning from the insights was that fragrance had the power to change the way someone feels in 10 seconds. 

We used that as our creative expression across all media with a support line that tied it back to air fresheners for your room: Glade can change the mood of a room and everyone in it i n less than 10 seconds. 

This creative expression provided a hook that reinforced th