Glade’s fragrance-filled pillows were used to protect selected deliveries made on Walmart.com. We were able to reach relevant online shoppers, more likely to purchase air care products in a surprising, engaging and friction-free way.
For the first time ever, we turned boring and often ignored packing pillows into a new media platform that informed people about our new fragrance and doubled as a conversion vehicle with and easy scan-to-purchase code.
Glade’s biggest share of sales comes from Walmart, the biggest retailer in the United States. But the rise in online shopping is working against both brands. In fact, Walmart is in the biggest fight of its 69-year history - against Amazon which is sourcing a lot of their business - and are feverishly re-designing the way they do business.
At the same time, the rise of online shopping puts a fragrance brand like Glade in a tough position, because sampling fragrance is an immersive experience you just can’t get from a digital screen. We knew how to get people to sample our fragrances in brick and mortar stores, but sampling online shoppers was out of our reach.
So, Glade partnered with Walmart and found a way to enable consumers to sample our fragrances when shopping online and to make Walmart delivery more interesting and surprising. A win-win for both brands.