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The brand has launched Give the Gift of Home to celebrate the role of scent and memories through its new Life Scents holiday collection
Air Wick has rolled out its Give the Gift of Home campaign which was created to celebrate the role of scent and memories through the brand’s new Life Scents holiday collection. The push includes a short film directed by Academy Award nominated, Zachary Heinzerling.
The main aim of the effort is to offer those missing home a nostalgic whiff for remembrance as fresh chapters are embraced. Customised air-freshening essences have been developed by the brand to invite families to welcome into their new abodes familiar fragrances so that each transition is rendered more meaningful.
Depicting that every home tells a story while the scents within hold important recollections, the commercial follows three families from around the world as they embark on life-altering journeys over the holidays. Each household is surprised with memories of old which have been preserved and transferred from their former refuge to the next.
Using aromatic infusions, the creations are meant to remind one of moments past by reigniting the fondness the said memories hold, so they aren’t left behind. To achieve that, the featured families are presented with an unexpected ‘Gift of Home’ delivery from Air Wick, in the form of personalised candles bearing unforgettable hints.
“We wanted to create something that resonates with families celebrating somewhere new this year. Through the Give the Gift of Home campaign and our new limited-edition fragrances, we want to remind our consumers that this festive holiday season, home is really in the air,” said Maureen Valdes, Marketing Director of RB (formerly Reckitt Benckiser).
Recapturing real-life experiences, scents from the collection include Spiced Apple Crumble, Snowflake Vanilla Cookie, Emerald Woodland, and Berry Cool Winter. The variants are available in a variety of formats including candles, plug-in refills, and Freshmatic auto-spray refills.
In addition, the homecare giant is extending the impact through a charitable partnership with Habitat for Humanity International. During the holiday season, Air Wick will donate $250,000 through a portion of its profits to benefit families in partnership with the non-profit organisation.
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