Who needs to go to a national park this summer when you can have the smell of one at home or in the office?
For the second summer in a row, air freshener maker Air Wick has launched its limited edition “Canadian Park Series” scents. They include a range of products meant to mimic the smell of three national parks in particular – Jasper and Banff in Alberta and Cape Breton Highlands in Nova Scotia.
Each scent has been created using various essential oils (and not actual products from these parks). The Jasper scent is described as “fresh” inspired by the park’s “pristine water and rare lilies,” the Banff scent is “fruity” with “notes of strawberries” and rain, while the Cape Breton one is said to be “floral” reminiscent of wildflowers, according to the company.
But it’s not just those smells that Air Wick is using to lure consumers to its special series of oils and sprays. The company is holding a contest, in partnership with Parks Canada, which includes prizes such as park passes for various sites across Canada, as well as one grand prize of a trip for four to spend three nights at one of the three national parks featured in the Air Wick product line.
Air Wick brand manager Rashed Ahmed said its market research showed Canadians would be interested in having these scents in their homes.
“We know how much Canadians love the outdoors and love nature,” he said. “We thought, ‘why don’t we take the initiative to reconnect Canadians to nature?’”
The campaign, which includes TV spots, in-store displays as well as both digital and social media, calls on Canadians to “pledge a moment each day to reflect on the beauty of our country,” while promoting these Air Wick scents.
The campaign was launched ahead of Canada’s Parks Day, which is July 18.
Ahmed said this year’s campaign is broader than last year. For example, there was no competition when the fragrances were launched last summer. Consumers can enter to win the VIP trip and other prizes through the Air Wick Facebook page. The contest ends Aug. 9. Winners will be announced Aug. 17.
According to Ahmed, Dentsu Aegis Network handled the media buy, Blue Sky Marketing Group developed the fragrance concepts, as well as some market research, One Advertising developed the creative for Facebook and digital, while Isobar worked with Aegis on the public relations.
