Air Wick elevates senses with experiential promo via Reed Pacific Media and Momentum Worldwide

Air Wick has recently had a series of Westfield escalators magically transformed into an experiential fragrance exhibit to celebrate the release of their new Multicolour Black Edition candles by Reckitt Benckiser.

A giant tunnel was built over a main escalator at Westfield Shopping Centres in Parramatta NSW, Southland VIC and Garden City QLD.

Inside the tunnel, shoppers were enchanted by an illuminating glow and the ambient ‘Purple Blackberry Fig’ fragrance of the Air Wick candle. 

The delivery of scent was engineered by Reed Pacific Media scent technologies who are a specialised ‘scented’ advertising agency based in Asia who strategise innovative scent campaigns for FMCG clients.

Says Doug McNamee, business development manager Asia: ‘This is a category first campaign, leveraging the great fragrance to drive consumers in store. We are excited to have parted with Air Wick on this innovative campaign.’

Upon entering and exiting the tunnel, scented Air Wick print brochures were handed out by a promotions team. Consumers could smell the Purple Blackberry Fig fragrance again by touching or rubbing the brochure to release the scent. The brochure offered 20% off the Air Wick Multicolour Black Edition candle, redeemable at Woolworths supermarkets.

Reed Pacific Media worked with Reckitt Benckiser and their agency, Momentum Worldwide, to deliver the fragrance experience for the Air Wick tunnel.