When a brand needs a breath of fresh air

When Reckitt Benckiser’s Airwick air freshener brand went a little stale, the company looked to us to provide a breath of fresh air. Where were the new opportunities for innovation and growth?

We spoke to lots of experts, from perfumiers to pulmonologists, explored the many cultural meanings of ‘air’, and investigated how the category might evolve over the years. Our research resulted in five distinct avenues for innovation and we designed a process for evaluating and prioritising each of them.

Our work gained the support of Reckitt’s design, retail and ad agency partners, and new products are now in development.

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