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World of Advertising

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A Baseball Glove and a Fireplace Help Conjure Scents of Home in Air Wick Campaign

AIR WICK was introduced in 1943 as a room deodorizer that spared users from humiliation by banishing household smells like fried fish and cigarettes. In a print ad from the 1950s, for example, a hostess appears crestfallen as a handsome guest leaves her party. “He said: ‘Sorry I have to leave so early,’ ” the copy explains. “He meant: ‘I can’t wait to leave! The air in this house is unbearable!’ ”

But consumers today often do not view air care products as deodorizers. Among women between the ages of 35 and 54, for example, only 20 percent reported using air fresheners when they smelled a bad odor, compared with 36 percent who did so to add “seasonal ambience” to the home, according to a 2013 survey by Mintel, a market research firm.

“A very large portion of home fragrance consumers use fragrances not to cover up odors but much more to set the atmosphere in the home,” said Tiffany McLaud, the marketing director of Air Wick, a Reckitt Benckiser brand. “So rather than have the brand be positioned as anti-odor, it’s really about what consumers can create with our fragrances.”

A new online video by Air Wick, in fact, makes no mention of unpleasant odors. The video features a military family, the Fellers; Kearen, a soldier, is stationed in Qatar, and his wife, Cortney, and their six children are back home in North Carolina.

Mr. Feller says how much he misses his family, whom he has not seen in 11 months. At home, Ms. Feller and their children are shown making an apple pie and gathering around the fireplace in the living room. Cole, 11, presents a baseball glove that was his father’s. A scent expert visiting the home uses an instrument called a solid phase microextraction device to capture scents of the glove, the pie and the fireplace.

Later, in Qatar, Mr. Feller is presented with three candles that Air Wick has made for him. He uncovers one, sniffs and in astonishment says it smells like his baseball glove. He also recognizes that the other candles smell like his fireplace and his wife’s apple pie.

“This — this smells like home,” he says, his voice faltering with emotion. “Something so simple, but it means so much to me.”

A new tagline for the campaign, “Home is in the air,” appears on the screen. An end card shows the Air Wick logo, which appeared only briefly in the 3.5-minute video, first on a laboratory door and later on the box of candles presented to the soldier.

The video, which will be introduced online on Thursday, is the first work for the brand by Droga5 in New York. Direction is by Keith Ehrlich with production by Über Content.

Tim Gordon, a creative director at Droga5, said that while the video did not promote a specific Air Wick product and the brand was not offering to make custom home scents for consumers at any price, it was meant to bring the new tagline to life.

“It’s a very pure representation of what ‘Home is in the air’ is,” Mr. Gordon said. “Here, you’ve got the ability to capture the scents of someone’s home and then deliver it to him in a way that he can easily be reminded of home.”

A new commercial by the agency also does not mention a specific scent or product but rather introduces the tagline with a camera that seems to float through a house, capturing details like marks in a door frame indicating children’s heights.

“It rushes through the scratches in the floorboards, dances up the height marks in the door. It wraps around your favorite family photos and helps this place tell a story all your own,” says a voice-over in the commercial, which will be introduced on Dec. 29. “It’s what’s there in the air when you’ve made your house a home.”

The brand, which declined to disclose advertising expenditures for the new campaign, spent $24.4 million on advertising in 2013, according to the Kantar Media unit of WPP.

David Vinjamuri, the author of “Accidental Branding” and an adjunct professor of marketing at New York University, reviewed the new campaign and said the online video was “a lovely thing” and “an interesting story.”

But he said that even by the standards of branded content, which tends to forgo explicitly pitching products and instead align with consumers by sharing a compelling story, Air Wick, which does not identify itself with a title card at the opening of the video, may have placed itself too far in the background.

“I’m going to be a traditional brand manager here and tell you I’m worried about brand registration with this campaign,” said Mr. Vinjamuri, who added that the underlying message of both the video and commercial might strike some as obvious.

“They’re explaining to us that scent is relevant and important and that it links to our memory, which anyone with a favorite blanket or a dog or a wife already knows,” Mr. Vinjamuri said.

Reckitt Benckiser, which also markets Lysol, has a 26.3 percent share of the $2 billion home air freshener market, behind S. C. Johnson & Son, which with its Glade brand commands a 30 percent share, according to data for the 52 weeks ending Nov. 2 from IRI, a market data firm. Procter & Gamble, which makes Febreze, has a 23 percent share, and the Dial Corporation, which is owned by the Henkel Corporation, has a 10 percent share with its Renuzit brand.

Source: http://www.nytimes.com/

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