Air Wick Captures the Scent of Individual Homes for the Seniors Who Are Leaving Them
By Carlton Wilcoxson • November 18, 2015
In the three stories presented in the digital campaign, dubbed “The Gift of Home,” residents leave homes where they’ve been entrenched for decades. One, 76-year-old Simon Saltzman of Chatham, N.J., is moving to be closer to relatives after the death of his wife. He’s selling the house with its cozy living room, where the couple used to sip tea by the fire. What if he could take another memory with him, this one olfactory?
As a housewarming present for his new apartment, Air Wick’s lab-coated specialists used ginger, honeysuckle, lilac and wood to make a special candle just for him. His reaction shows the brand got it right. There’s a fine line between sweet and saccharine, and at this time of year, we’re bombarded with the latter in advertising and branded short films.