Online shopping was on the rise, with millions of people increasingly choosing to shop on their devices instead of in stores. This put a fragrance brand like Glade in a tough position because sampling fragrance is a physical and immersive experience that you just can’t get from a digital screen.

To solve it, we transformed the ignored and often discarded bubble wrap packing material, found in many delivery boxes, into a Glade sampling device filled with our fragrance.

We scaled and executed it by partnering with Walmart. We made it possible for consumers to sample our fragrances when shopping online and creating a new element of surprise and discovery in their Walmart delivery. For the first time ever, we turned air into a direct message, purchase, and experience all in one. Collapsing the funnel with maximum impact. And making something so routine, a little more enjoyable for people.