1. 1. 6 August, 2013 Airwick Competitive review 2013
2. 2. Agenda Brands in review Competitors communication Summary and implications
3. 3. ThelistofCompetitors GLADE CHIRTON AMBI PUR DELISS
4. 4. Competitors communication
5. 5. GLADE
6. 6. TVC2012 You dont know what lies behind the bathroom door, unless you dont use new Glade Sensations for bathroom. Holder with replaceable cartridge supports freshness during the whole day. Its doesnt matter how far the situation gone. Feeling of freshness is preserved for 60 days New Glade Sensations. Tame your bathroom atmosphere
7. 7. TVC2013 Fill up your house with life via Glade Sensations Replaceable cartridge will bring bright flavor for 60 days and will eliminate unpleasant smells where it is most needed Fill up your house with life via Glade Sensations
8. 8. Press2012 Atmosphere of coziness Aromas and mood. Choose your own
9. 9. Press2012 New formula of bathrooms freshness
10. 10. Press2013 Color & aroma: What they can tell about you? Ideas for home: cheerful aromas
11. 11. Press2013 Winter inspiration Wind of change
12. 12. Press2013 Aroma magic for your home
13. 13. Press2013 Aromas for your home and your soul. New aroma every 60 days
14. 14. Press2013 Houses perfume: Choose aromas for your home
15. 15. Internet2013 Up to 60 days of constant freshness LEARN MORE
16. 16. Summary Head line: Tame your bathroom atmosphere Message: Glade gets rid even of the strongest smell Communication territory on TV: Force, Long effect Communication territory in Press: Aromatherapy Creative territory: Wild animals Tone of voice: Funny, clean Strategy: On TV Glade talks about getting rid of strong smells In Press it communicates fullness or aroma and color
17. 17. AMBI-PUR
18. 18. TVC2012 AmbiPurExperiment.Breathewithpleasure We collected all sources of odors at home during the week. Lets see whether Ambi Pur can remove them: -What do you feel? -Nice aroma -Freshness -Now put the blindfold off -Oh Ambi Pur removes odors for sure -Amazing! Ambi Pur . Removes odors instead of masking them
19. 19. TVC2012 Ambi Pur Experiment.Breathe with pleasure Ambi Pur Experiment with the Azerbaijani wrestler team. Lets see whether Ambi Pur can remove odor in their gym: -A lot of flowers -Smells like fresh flowers -Maybe it is a flower greenhouse? -Oh, God Victory over odors forever! Ambi Pur. Breathe with pleasure
20. 20. Internet2012 Want to win an exotic voyage? Get ready for the fantastic voyage!
21. 21. Internet2012 Challenge of experiments: Make your own experiment and win a voyage to an exotic country to take part
22. 22. Summary Head line: Ambi Pur. Breathe with pleasure Message: Ambi Pur gets rid even of the strongest smell Communication territory: Force Creative territory: Real life experiment Tone of voice: Funny Strategy: Ambi Pur continues to use its experiment strategy: on TV and on the Internet by encouraging consumers to participate in experiments
23. 23. DELISS
24. 24. Internet2012 Special catalogue of Deliss assortment
25. 25. Internet2012 About brand: Deliss the collection of exquisite home fragrances What makes Deliss unique? Rich aromas of the most famous perfume houses Consists natural aroma oils Sophisticated design
26. 26. Internet2012
27. 27. Summary Message: Deliss creates a special atmosphere in your home Communication territory: Aromatherapy Creative territory: One color mood Tone of voice: Romantic Strategy: Deliss uses only Internet communication talking about how aroma can change your mood
28. 28. CHIRTON
29. 29. Internet2012 Chirton air freshener: aromatizes and humidifies air
30. 30. The newest set of Chirton freshmatics with essential oils will give a pleasant odors to your home Chirton freshmatics. Fresh mood TVC2013
31. 31. Summary Head line: Chirton freshmatics. Fresh mood Message: Chirton air freshener: aromatizes and humidifies air Benefit: Essential oils Tone of voice: Informational RTB: Presence of essential oils
32. 32. Thank you!