Glade®
In 2015 I moved to Chicago to help the agency I was working for open a new office after winning the SC Johnson retail business. While I assisted with multiple brands within the portfolio, I focused specifically on the Glade account. This was an extremely impactful time for me in my career. It was the first time I worked in tandem with Ogilvy, the ATL agency for Glade, and navigated the nuances of the fast-paced needs for retail activations before the national brand campaigns were completed. We concentrated on in-store displays that brought the scent experience to the customer in tangible ways, as well as pitching activations to make Glade the stand-out air freshener in a saturated category overflowing with visually cluttered shelves.
Creative Partners:
Creative Director: Sabrina Diaz
Associate Creative Director: Stacy Mann
Copywriter: Sarah Davis
Role:
Designer/Art Director
Conceptual Development
Autumn Nights Campaign + PR Event
In partnership with Ogilvy and InStyle, we created an immersive invitation-only event where media (such as Marie Claire, Allure, and People), influencers, and other affiliates could experience the newest scents from Glade in a choose-your-own-adventure manner. Housed in an abandoned theatre, each room was filled with intrigue and instagram-able moments, depicting a different scent from the autumn line.
The event was used as a photo & video shoot so the assets could be implemented across the autumn campaign in-store, online, and on social.
Retail Look & Feel - Option 1
Retail Look & Feel - Option 2
In-store Display + Product Launch - “The Atmosphere Collection”
Objective: Elevate the standard retail experience with simple yet stunning design solutions that stimulate shoppers to smell it, believe it, buy it.
Strategy: Build a boutique experience bringing premium scents & personalized service to big box stores.
Clean, bold, boutique design feel with a sampling experience delivered through wax samples at display.
Touchscreen with digital personal assistant or way finding experience to educate shoppers and suggest scent recommendations.
Structural materials:
Premium - frosted acrylic with interior lighting.
Sub-premium - sentra, PVC, litho laminate corrugate
Integrity Campaign - Brand awareness
SC Johnson launched a campaign to give transparency into their ingredients as health consciousness increased. They tasked us with communicating their campaign to shoppers in retail for Glade products.
