Air freshener purchases are often not purchased as part of the consumer’s regular grocery visit. Instead it is purchased ad hoc or during supplementary retail visits. The brief was to increase top of mind awareness of AirWick at point of purchase and to make it part of a regular grocery purchase cycle.
Make AirWick relevant to the consumer’s regular grocery purchase.
• By being visible in the consumer’s primary purchase zone namely essentials and waiting area.
• By demonstrating AirWick’s efficacy in removing common odours encountered in the purchase of their groceries.
AirWick sales have seen steady increase in retail receipts matching the average household weekly grocery spend in the Klang Valley.
Fish, Onion, Durian, Cigarette
Reckitt Benckiser (Malaysia) Sdn Bhd
Ng Heok Seong, Ezra Foo, Khor Kok Yang
Khor Kok Yang, Ng Heok Seong
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Addstudio Sdn Bhd
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Metro Engravers Sdn Bhd