Air Wick is relaunching its Pure Automatic Spray collection, designed for 24/7 odor neutralization at home. To celebrate the product’s revival, the brand is hosting a one-day, mobile meditation studio, Air Wick 24/7 Fresh Truck, in New York City on Friday, June 28.
In a bid to attract more moms, a busy bunch who also make the lion’s share of the household purchasing decisions, Air Wick is infusing the meditation session rooms with its signature scents. Attendees will be able to participate in several relaxing practices, such as five-minute guided meditation sessions. The Fresh Truck opens at 8 a.m. in Union Square Plaza and stops at different locations spanning New York City for two-hour allotments, eventually ending the day at 8 p.m. in Fulton Mall, Brooklyn.
As part of the Pure Auto Spray activation, Air Wick also teamed up with motivational speaker and meditation expert, Gabrielle Bernstein, to show “always on” moms how the brand has them covered around the clock. Bernstein also developed a curated meditation routine that moms anywhere can follow to alleviate stress. And Air Wick encourages them to do so with the leftover time gained from not dealing with bad home odors.
The new Air Wick Pure Automatic Sprayers, which fight against common household odors, was reformulated using less carbon and water for a “greener formula.” Inspired by nature, each scent also provides more concentrated fragrance than the previous collection.
“We know Moms are always on the job for their families, which includes facing the challenges of keeping the household fresh through life’s busiest occasions. We want to take that stress off Mom’s plate with a simple solution. That’s why we’ve refreshed our Pure Automatic Spray collection to provide an authentic fragrance experience in the home while delivering superior odor neutralization around the clock to support our 24/7 Moms.” said Stuart Witherby, Air Wick marketing director for North America.
Air Wick has a history of employing familial sentiments to drive marketing campaigns and highlight the role that its products have in making a house a home. Knowing that scent can trigger powerful memories, the company launched
To bring one overseas military father closer to home, Air Wick captured three defining scents of The Feller family home in North Carolina, including a family apple pie recipe, a baseball glove, and cozy fire where they enjoy sleepovers. The three-minute spot, published to the company’s YouTube, has garnered 3.5 million views since it was posted. A similar feeling was expressed in the short film for the brand’s holiday 2015 campaign, “Give the Gift of Home.”
Though Air Wick’s advertising feels highly targeted toward families, it has also toyed with tongue-in-cheek campaigns to launch its V.I.P. Pre-Poop Toilet Spray. This year to promote the product, the brand launched an irreverent podcast featuring real people recording from a public bathroom. The podcast was available for streaming on iTunes and Spotify.