Brief: Caldrea needed to shake off the dust of being a relatively dormant brand and move off the shelves and into our feeds. Our shared goal – relaunch Caldrea as a digital only brand positioned as a premium soap to appeal to the high end millennial audience.

Solution: How do you sell scent online? Convince the eyes. We rebuilt the brand from the ground up starting by exper­i­ment­ing with packaging and letting our ad performance inform the new identity. Once we learned the motivators and purchase drivers, we set out to design an experience and set a tone for the Scent Curious. Creating a fantastical “smell-o-vision” world where each individual nose could traverse the Caldrea universe to find the scent built just for them.

Results: DTC sales up 147% YoY.

Agency: Decoded Advertising