problem

Glade wanted to launch an automatic sprayer for odor elimination customers that would use it's new larger aerosol can.

process

To ensure adoption and success, in home research of current Air Wick users was performed to understand their purchase drivers and needs both from a functional perspective but also from a form and context perspective.

solution

It was found that these users' main concern was eliminating odors in spaces such as the trash cans, bathrooms, large spaces and utility rooms.  And though these users were less concerned about having a premium or very attractive device, there was a certain amount and type of "interest" that was needed on the device to make it appealing but not overwhelming.