Airwick Air Freshener
Air Wick was typical of many global brands. There were various designs for Air Wick being used around the world and within those designs further minor variations.
The challenge was to bring consistency across 25 countries and 458 SKUs.
On top of this there were two fragrance NPD initiatives – hydroponics and essential oils to be introduced across ranges and various ‘gadgets’ launches.
Some packs were single language whilst others had to carry 2 or 3 languages.
Brand design, range identities, fragrance communication, name generation.
- What was the most appealing to portray fragrance?
- How to clearly differentiate between ranges and fragrances?
- How to communicate the benefits and reason to believe of various NPD?