A metaphor of the car was created in two different executions. The message evolved around the emotional benefits (mood enhancement) to demonstrate the new product features.

Speedometer symbolised the transformation (acceleration of adrenalin) which turns every drive into a rollicking good time.Gear box (push up and down) communicated the improved feature of adjustability which promotes the experience of the fragrance atmosphere in the car with a better control unit - uplifting and irresistibly refreshing.

The fresh approach created high awareness and visibility, resulted in increased usage from new users and competitor brands. The communication also persuaded current users to change to the new pack in less than 6 months. Vent Fresh car fragrance, a competitor, followed suit by investing in Billboards in 5 months.