Make air freshener relevant to a male target audience, and break the old, feminine stereotypes associated with the air freshener category.

We created a series of in-store posters with a 1960’s action movie feel that harken back to an era of unabashed manliness. The posters dramatize the inspiration for each of Archer’s unique scents - depicting a world of heightened masculinity.

But to really connect this world with Archer, we printed each poster with Archer fragrance oils. Using a special ink formulation, we built the actual scent of Archer into the paper stock – making the highly visual posters not just appealing to the eyes but, more importantly, to the nose.

Archer has been tremendously successful since launching, with thousands of orders online. This is testament to the power of the package design because online consumers were not able to smell the fragrances before purchasing.