File this under just darn clever ... clever for a category that's hard to be clever in.
Airwick just introduced a new line of home fragrance products in honor of our National Parks with a partnership with the National Park Foundation.
There are three varieties, available as a limited edition set for the Fall:
- Arcadia National Park (vanilla and pumpkin)
- Shenandoah National Park (apple and cinnamon)
- Smokey Mountains (amber and clove)
Each purchase also contributes back to the National Park Foundation which is a nice CSR overlay to the program.
Airwick is not the first this summer to launch a program about National Parks ... Coca-Cola has a program that I wrote about not too long ago. But it is the first that I know of that directly directly ties back to the brand and the product with a real benefit. As the brand says, "there's something in the Airwick."
Here's the television spot if you'd like to see it.
What's your experience? Jim
President, Cohn & Wolfe North America
Author, The Experience Effect series