Case Studies

Global Consistent Packaging for Air Wick

Air Wick

We assisted the Global leading household brand, Air Wick, to launch their new range of scented plug-ins across multiple languages for the worldwide market. 

Who is Air Wick? 

Air Wick is the UK’s number one Air Care Brand. The brand has shared its scents with millions of homes worldwide since 1943. Their scents come in various forms, including candles, diffusers, aerosols, and plug-ins. 

Air Wick is one of many Reckitt brands that we have a strong relationship with. For over 30 years, we have assisted Air Wick in creating captivating packaging artwork that remains consistent across the globe.

The Plug-In Project 

Our Brand Management team worked alongside Air Wick-owner Reckitt’s brand experience team to refresh the plug-in range packaging. The aim was to represent the natural focus of the product while ensuring that the packaging remains consistent, everywhere it appears. 

Air Wick

The project was driven by a central brand vision of ‘Thriving Nature’. The new identity of Air Wick’s plug-in air fresheners unifies the popular plug-in range in a more consistent way. The product range was previously represented across a multitude of differing visuals, creating a less consistent and more confusing appearance for customers. 

The Liquid Electricals range, infused with essential oils, enables Air Wick customers to enjoy the scents of nature in the comfort of their home, with a focus on natural ingredients. 

One of the biggest challenges in home fragrance is that the sector was built on artificial scent profiles, something we are rapidly moving away from. For example, we now use a higher percentage of essential oils in each plug-in, so the experience is much higher quality.” 

But there was still a disconnect between what people saw on the pack and the experience, they were getting at home. At Reckitt, innovation goes hand-in-hand with design, so the new design includes a dramatic reduction in plastic, with 100% of plastic removed from the packaging. This equates to a plastic reduction of more than 300,000 tons of plastic per year – a further demonstration of our commitment to preserving and celebrating the natural world.” explains Darren Morgan, Global Brand Experience Lead, Air Wick. 

Our Team’s Work 

The new packaging launch for Air Wick’s plug-ins is carried across 25 fragrances, 6 product types and 300 SKUs worldwide.  

Using design files from the Global Design agency, our Brand Management team created usable, production-ready masters suitable for the print process used for the Air Wick products.  

During this process, the team spent time locking down colours and gaining approval from the stakeholder team by sending GMGs for review. At the end of the master artwork process, we set up packshot templates for local markets to create their own versions when required.  

For this project, we used a templating process, which was beneficial for the client. The benefit of templates is the high percentage of ‘first-time right’ artworks that can be achieved.

For this project, we achieved 27.5% across 6 product types. With ‘first-time right’ comes the great benefit of speed, with first PDFs being completed on an average of 2.23 days.  

Once the masters were approved and the colours were signed off, we rolled out to local markets. Applying their local legal and regulatory texts and local requirements. This is now on the shelf in many EU countries. We hope this is a successful new nature-inspired range for the Air Wick team! 

Are you looking for a digital packaging solution for your household brand? Get in touch with our team to find out how Springfield can provide an agile and innovative solution catered to your needs! 

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