Airwick Gingerbread Houses

Date: 20th December 2023

Client: Airwick

AirWick challenged SPARK to create an on-pack campaign with great point of sale.

THE CHALLENGE

It’s Christmas, a time for goodwill, food and family.  And if you’re the market-leading household scent brand, it’s the perfect time to launch your new festive fragrance – “Gingerbread”.

AirWick challenged SPARK to create an on-pack campaign to launch the new products and create opportunities to arrest the shopper experience with great point of sale.

WHAT WE DID

SPARK devised a campaign which rewarded shoppers who purchased the new products with a festive “build your own” gingerbread house.

As well as sourcing the houses themselves (we caused a nationwide shortage!), SPARK handled all applications and distribution of the rewards.  We also handled all consumer queries and worked with the client to create fantastic point of sale.

THE RESULTS

The fastest selling product launch in AirWick’s history!

In fact the campaign was so successful it created a problem, supply couldn’t keep up with demand which led to some empty shelves in retailers (although all rewards were fulfilled on time!).