Air Wick V.I.P. is a pre-poop spray you spray in the toilet before you go to the bathroom, in order to trap odors in the bowl. To support the V.I.P. television campaign featuring Very Important Poopers, played by actors- we were tasked with bringing the product benefit to life in an extension using “real people” - an objective that had become a mandatory deliverable across all Air Wick brands, including Air Wick V.I.P.

Air Wick V.I.P. is a pre-poop spray, that traps odors in the toilet when you spray it before going to the bathroom. The V.I.P. television campaign featured Very Important Poopers - including a Very Important Pilot and Very Important Pianist. To support this television campaign we created The Very Important Podcast, The Podcast That Doesn’t Stink. We all know the bathroom is a great place for deep thinking, but it turns out it’s also a great place to host a podcast. Our host, Dru Johnson, interviews experts on how to not stink at dating, self-defense, and even making balloon animals. Intimate conversations are aired out and important lessons shared—all from the universal perspective of sitting on a toilet.

Our strategy was quite simple. To make the benefit of Air Wick V.I.P most memorable via a medium you would not naturally connect with the product. Creating a podcast seemed like the perfect solution to do just that, considering the surging popularity of podcasts this year. And creating a podcast that was recorded in a real bathroom made the benefit even stickier with listeners.

Recorded in a real public bathroom with real people, Dru Johnson the host interviews experts about very important things - like how to not to stink at dating, self-defense, and of course, balloon animals. Ultimately, Air Wick’s Very Important Podcast gave listeners a new perspective on these ear-catching topics through the lens of the bathroom. The podcast campaign launched in April and continues to gain popularity as the days go on. 3 episodes have been posted on iTunes, Spotify, and YouTube. Plus, more episodes to come in the near future.

The Very Important Podcast was uploaded to the biggest podcast platforms out there. iTunes, Spotify, and via video on Youtube. Through these platforms, more than 1 Billion people in 155 countries had access to the episodes. The podcast made a huge impact on the pooping community, helping people to not stink at things like dating, self-defense, and making balloon animals - plus most importantly, it helped poopers everywhere to not stink up their bathrooms, ultimately making the world a much less stinky place to live in.