Glade 'Plugs In' at Walmart
SC Johnson supported its recently launched Glade PlugIns air fresheners for cars with robust in-store and online activity at Walmart.
In stores, custom standees introducing the new item invited shoppers to "spark adventure for less" and promised "up to 60 days of car fragrance." The standees were positioned in the auto department near shelves merchandising the product, which was spotted stocked in-line as well as on four-ways. "New" price labels supported.
In Walmart Neighborhood Market stores that lack an auto department, the car PlugIns instead were merchandised on a custom sidekick.
On walmart.com, a product showcase listed benefits as well as use instructions. The destination also leveraged the brand's marketing partnership with Kelsea Ballerini to let visitors listen to the musician's new single, "Legends." Top-of-the-page ads linked to the showcase.
Glade typically ramps up its activity at Walmart in advance of the holiday season and this year is no exception. In addition to the PlugIns effort, the brand has secured plenty of space at the retailer with its limited-edition holiday fragrance collection. Nestled in orange shelf trays, the holiday SKUs are stocked on double endcaps and Smart Network endcaps. Orange half-pallet displays provide additional secondary merchandising space in Action Alley.
Online support has included a home page carousel ad linking to a seasonal showcase inviting visitors to "spark magic for less," delivering a 15-second brand spot and dangling $5 worth of brand coupons.
Last holiday season, Glade leveraged Shazam for its Walmart effort.