Dive Brief:
Lysol is advertising introducing a brand new product that the model claims can kill 99.9% of airborne viruses and micro organism, per data shared with Marketing Dive. Lysol Air Sanitizer is the primary and solely such product to obtain EPA approval to make such claims.
Marketing in help of the launch facilities on the theme of “Scent Can’t Sanitize,” digging at air freshener rivals that may remove odors however not germs. Visual storytelling illustrates how air can grow to be contaminated and Lysol Air Sanitizer’s function in eliminating probably dangerous pathogens.
Lysol will convey the marketing campaign to life later this 12 months through an immersive karaoke activation that depicts the variety of germs that seem within the air when customers sing their favourite songs. Digital and influencer advertising components spherical out the media push.
Dive Insight:
Lysol is capitalizing on heightened client consciousness round air cleanliness following the tumultuous pandemic years. From wiping down groceries and mail to sharper nervousness round each cough and sneeze, many individuals have altered their sanitation habits in ways in which may gain advantage CPG manufacturers whilst life returns to regular. Indeed, 85% of surveyed Americans plan to maintain the identical cleansing habits they adopted through the COVID-19 pandemic, in line with 2021 findings from the American Cleaning Institute cited by Lysol.
Lysol, which noticed a lift in gross sales and consciousness earlier within the pandemic, is recognizing these probably shifted behaviors with the brand new Lysol Air Sanitizer. Boasting that it could kill 99.9% of airborne germs and with the EPA stamp of approval, the Reckitt-owned firm is pitching the product as “the way forward for air.” The concept is to mix the improved scents of air fresheners with the sensible worth provided by floor disinfectants.
A brand new advertising marketing campaign is geared closely towards demonstrating how the product works through visible storytelling. Video spots depict a toddler coughing and a canine vigorously shaking its head as if drying off, exhibiting a touch of particulates spreading. The animation of viruses and micro organism turns into extra prevalent earlier than Lysol Air Sanitizer makes them disappear with a twig. Lysol will convey the idea to life by way of the immersive karaoke activation later this 12 months, whereas advertisements are working on digital, linear and linked TV.
Lysol Air Sanitizer is obtainable in three fragrances — White Linen, Simple Fresh and Light Breeze — whereas messaging tackles air freshener rivals head-on with the “Scent Can’t Sanitize” theme. Lysol’s product web site has a three-step guideline for getting the air sanitizer to work successfully. The course of entails closing a room’s doorways and air vents, spraying “into the middle of the room’s ceiling in a sweeping movement for 30 seconds” after which resuming regular air air flow.
Sales of the family cleansing product class are anticipated to extend by almost $15 billion between 2022 and 2027, in line with analysis from Technavio. That hike will largely be pushed by product innovation and know-how, together with “introducing new spray types of merchandise through the product processing and packaging levels.”
Lysol competitor Clorox final November launched a brand new model platform, “Start Clean,” that emphasised the significance of a clear house for bodily and psychological well being. The messaging overhaul — the model’s first in 5 years — got here as the corporate’s inventory value took a success as customers returned to pre-COVID clearing habits.
https://www.marketingdive.com/information/lysol-launches-air-sanitizer-Reckitt-CPG-marketing/689473/
