The challenge was to make the product more relevant during their normal grocery purchase cycle where the focus is on purchasing food for the family.

Air Wick needed to be visible in the consumer's primary purchase zone in the supermarket; food and essentials section. So this design was used to demonstrate Air Wick's efficacy in removing common odours that is often part of their grocery purchases.

Air Wick sales have seen an increase in retail receipts exceeding RM100 which is the minimum spend for a primary grocery visit.