Air Wick launched an irreverent podcast that features real people recording from a public bathroom stall to promote its V.I.P. Pre-Poop Toilet Spray, which traps odors in the bowl for “Very Important Poopers.” The Very Important Podcast (VIP), “The Podcast That Doesn’t Stink” is available on iTunes and Spotify.
The company published three video spots of the podcast to the product’s YouTube channel showing host Dru Johnson interviewing experts on topics ranging from how to “not stink” at dating, martial arts or making animal balloons. Both host and guests are seated on toilets.
The podcast marks Air Wick’s third push for its V.I.P. Spray campaign. In 2018, the company released a 45-second video spot showing a “Very Important Pilot,” saying:
“Folks, when I drop off my cargo at 30,000 feet, I use V.I.P. I don’t use aerosols, because why would I let odors get in the air in the first place? I wouldn’t. If you expect nasty tailwinds, go with V.I.P. Flight attendants, prepare for a sweet-smelling landing.”
Air Wick’s video spots reflect a larger trend in the proliferation of branded podcasts, and positions itself as more relatable to customers. According to The Podcast Consumer 2019 report from Edison Research, today, 51 percent of Americans ages 12 and over have ever listened to a podcast. Additionally, 54 percent of podcast consumers say that they are more likely to consider podcast-advertised brands compared to 7 percent who say they are less likely.
Air Wick takes customer feedback into consideration. This year, the brand created a customized questionnaire to inform the development of its personalized fragrance products. The research-focused campaign sought the opinion of its target audience—millennials—on the kind of experiences it would prefer when making a personalized scent and product packaging.
“We have demand from markets who want to activate the idea based on the results, which has been a completely new way to validate a concept,” said Caroline Stewart, global digital brand manager of parent company Reckitt Benckiser.
Reckitt Benckiser’s Q1 earnings reveal a slow start to the year in its health business unit. Chief executive officer Rakesh Kapoor said that it was “impacted by the unusually weak cold and flu season across the US and several European markets and associated retailer inventory movements.”
Air Wick products are available in 78 countries.