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.

An average of 2 million packages are sent by online retailers each day, which meant 2 million opportunities to sample our fragrances.

We took over the online shopping cycle, by intercepting people with fragrance as soon as they received their orders. All in a seamless, effortless and unexpected way.

We transformed ubiquitous packing pillows, that typically protect online orders, into vessels that smuggle our new scent - creating the first ever fragrance-filled packing pillow. When people popped them to recycle them, they sampled our new scent.

We created an entirely new advertising and sampling medium out of ignored packing material and drove conversion by featuring a convenient scan-to-purchase code.

By partnering with Walmart.com we were able to reach shoppers more likely to purchase air care. With a simple, analog innovation we infused a digital transaction with fragrance, and for the first time ever, we monetized air.

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 they are feverishly re-designing the way they do business. So, Glade partnered with Walmart and found a way to make it possible for consumers to sample our fragrances when shopping online and to make Walmart delivery a bit more interesting and surprising. A win-win for both brands. 

With the help of Walmart.com, we sent deliveries packed with our “Scent by Glade” scented air pillows to key shoppers. We reached out to relevant influencers and surprised them with deliveries packed with our unique scented pillows. They shared their experience with this unexpected sampling device with their followers and invited them to enjoy a special discount on our new Glade Mandarin & Mimosa fragrance.

In the first 4 weeks, we garnered over 11 million impressions. Additionally, during the first week after our launch, Walmart ecommerce channels experienced an 83% lift in sales for Essentials Room Mist Mandarin & Mimosa.

Our initiative not only generated social media buzz, but also captured the attention and business interest of industry professionals and marketing leaders. Major shipping and logistic companies expressed an interest to partner and capitalize on our newly discovered sampling and advertising medium.