- Lysol is taking up unpleasant smells with a brand new social campaign for its Lysol Air Sanitizer, per a press release. The effort introduces the “StinkCheck,” which it describes as a drama-free solution to handle stinky conversations.
- As a part of the effort, Nicole “Snooki” Polizzi, of “Jersey Shore” fame, appears in a social video responding to DMs from followers in search of advice about find out how to come to terms with their family members’ odorous passions and pets.
- The brand also teamed with influencers Zachariah Porter, Mayci Neeley and Eli Rallo for additional social content with the same theme. The talent encourages viewers to share their videos with those that may additionally need to listen to the message.
Lysol’s tactic to tackle odors for its Lysol Air product marks a turn from the product’s 2023 launch strategy, which highlighted its status as the first product to receive EPA approval to say it could kill 99.9% of airborne viruses and bacteria. The launch campaign used the tagline “Scent Can’t Sanitize” to distinguish itself from other air freshening products.
Granted, COVID-19 pandemic concerns were still fresh at the moment, causing a spike in household cleansing and disinfectant sales. While sales proceed to extend, they’ve done so at a more modest rate. U.S. household cleaner products sales increased by 2.7% from 2023 to 2024, in keeping with Mintel. Consumer attitudes are also changing. A survey from the American Cleaning Institute found only 22% of Americans plan to alter their cleansing habits for this 12 months’s cold and flu season, a 5% drop from 2024.
That is a little bit of a change from attitudes closer to the pandemic emergency. In 2023, Lysol cited research from American Cleaning Institute indicating that customers intended to proceed the sanitizing behaviors they adopted during the pandemic after its urgency had passed. For its latest campaign, the Reckitt-owned brand is citing consumer data which found that 58% of individuals report having had an argument or awkward conversation with a partner, roommate or member of the family about smells in the home, and that 42% of individuals experience unpleasant smells that cause annoyance or tension at the least once per week.
Key to Lysol’s latest effort is a social video spot starring Polizzi that portrays her as a straight-talking truth-teller, drawing upon her experience living with eight roommates as a reality star in her twenties and as a current mother of three. In the video, Polizzi offers solutions for a sibling’s smelly gym bag and a boyfriend’s pet through the use of the Lysol Air product. “Spray it, so that you don’t need to say it,” she says in the spot, adding that if the viewer knows someone who needs a touch, the video may be easily forwarded.
The latest campaign takes a more social-driven approach than past efforts promoting the sanitizer product. For the initial campaign, Lysol brought its germ-free messaging via an immersive karaoke activation that depicted the variety of germs that appear in the air when consumers sing their favorite songs, while digital and influencer marketing elements rounded out the push.
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