Here are a few fun facts about our sense of smell: The human nose can detect at least 1 trillion distinct scents. Among the most pleasant are vanilla, citrus, cinnamon, crayons and cookies, say researchers. The nose also recognizes the smell of home, claims this holiday video from Droga5 for Air Wick, whose perfumers custom-created candles to make downsizing less painful for older folks.
The inspiration for "This Is Wholesome," the phenomenal, very un-Droga5-like campaign that the agency created for Honey Maid this year, came on a playground in New York's East Village.
It's no secret that scent can be a powerful emotional trigger. Air Wick uses that to memorable effect in this new long-form ad from Droga5—by capturing the scents of home, infusing them into customized candles and sending them to a U.S. serviceman overseas so he can feel closer to his wife and six children at home in North Carolina. The spot doesn't skimp on poignant moments, or patriotic themes. Apple pie and a baseball glove are among the scents packaged up and sent to Kearen Feller, who hasn't seen his family in 11 months while stationed at Qatar Air Force Base.
In 2012, Air Wick announced a partnership with the National Park Foundation to produce a collection of home scents inspired by places like Yellowstone and Glacier Bay.
After a global review of a handful of its biggest brands, Reckitt Benckiser has added three agencies to its creative roster. Droga5 has picked up creative responsibilities on Air Wick and Clearasil, while McCann Erickson has landed Mucinex and Delsym. Wieden + Kennedy, meanwhile, has won Finish's creative account.
Ad agency Iris Worldwide yesterday invited clients to come to its downtown New York office to come up with marketing ideas the old-fashioned way—no Web, no email, no smartphone, no nothing.