- Lysol is marketing introducing a recent product that the brand claims can kill 99.9% of airborne viruses and bacteria, per information shared with Marketing Dive. Lysol Air Sanitizer is the primary and only such product to receive EPA approval to make such claims.
- Marketing in support of the launch centers on the theme of “Scent Can’t Sanitize,” digging at air freshener competitors that may eliminate odors but not germs. Visual storytelling illustrates how air can grow to be contaminated and Lysol Air Sanitizer’s role in getting rid of probably harmful pathogens.
- Lysol will bring the campaign to life later this yr via an immersive karaoke activation that depicts the variety of germs that appear within the air when consumers sing their favorite songs. Digital and influencer marketing elements round out the media push.
Lysol is capitalizing on heightened consumer awareness around air cleanliness following the tumultuous pandemic years. From wiping down groceries and mail to sharper anxiety around every cough and sneeze, many individuals have altered their sanitation habits in ways in which may benefit CPG brands at the same time as life returns to normal. Indeed, 85% of surveyed Americans plan to maintain the identical cleansing habits they adopted throughout the COVID-19 pandemic, in keeping with 2021 findings from the American Cleaning Institute cited by Lysol.
Lysol, which saw a lift in sales and awareness earlier within the pandemic, is recognizing those potentially shifted behaviors with the brand new Lysol Air Sanitizer. Boasting that it may kill 99.9% of airborne germs and with the EPA stamp of approval, the Reckitt-owned company is pitching the product as “the long run of air.” The idea is to mix the improved scents of air fresheners with the sensible value offered by surface disinfectants.
A recent marketing campaign is geared heavily toward demonstrating how the product works via visual storytelling. Video spots depict a toddler coughing and a dog vigorously shaking its head as if drying off, showing a touch of particulates spreading. The animation of viruses and bacteria becomes more prevalent before Lysol Air Sanitizer makes them disappear with a twig. Lysol will bring the concept to life through the immersive karaoke activation later this yr, while ads are running on digital, linear and connected TV.
Lysol Air Sanitizer is accessible in three fragrances — White Linen, Simple Fresh and Light Breeze — while messaging tackles air freshener competitors head-on with the “Scent Can’t Sanitize” theme. Lysol’s product website has a three-step guideline for getting the air sanitizer to work effectively. The process involves closing a room’s doors and air vents, spraying “into the middle of the room’s ceiling in a sweeping motion for 30 seconds” after which resuming normal air ventilation.
Sales of the household cleansing product category are expected to extend by nearly $15 billion between 2022 and 2027, in keeping with research from Technavio. That hike will largely be driven by product innovation and technology, including “introducing recent spray types of products throughout the product processing and packaging stages.”
Lysol competitor Clorox last November launched a recent brand platform, “Start Clean,” that emphasized the importance of a clean space for physical and mental health. The messaging overhaul — the brand’s first in five years — got here as the corporate’s stock price took a success as consumers returned to pre-COVID clearing habits.
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