Keep Mom Covered: Bringing a Brand’s Promise to Life

Problem

Being a mom is a 24/7 job – between work, meal prep, keeping the house decent, trying to have a social life and so much more – it’s tough work. Research has shown that taking time every day to breathe deeply can alleviate stress, increase productivity, and help everyone – including mom – feel better. Coinciding with the relaunch of Air Wick Auto Spray, Air Wick sought to honor moms and emphasize that the brand has their target audience covered.

The Solution – How We Uncomplicated the Complicated

With air and breath at the center of Air Wick’s value proposition, we created a multi-tiered campaign to prove that the Auto Spray product line had moms covered during chaotic moments. We created a branded mobile meditation studio and drove it to various NYC neighborhoods, stopping to allow consumers to take a deep breath, meditate and receive free product. Best-selling author and meditation expert, Gabby Bernstein, led the sessions and served as our campaign spokesperson, participating in media interviews and sharing deep-breathing tips from Air Wick on social media. We also worked with 15 mom influencers to create content showcasing how they keep their families covered 24/7 with the help of Air Wick.