• Challenge
    • To coincide with the launch of Disney’s The Nutcracker, Glade produced four new scents to transport shoppers into the magical realm – Nutcracker Delight, Sugarplum Fantasies, Magical Forest, and Dancing Flowers. However, although European shoppers tend to start thinking about Christmas as early as November, they don’t think of home fragrance when picking up their Christmas groceries.
  • Insight
    • For many adults, the joy of Christmas has been eroded by “adulting”. The necessary hassles and responsibilities of the festive season have a tendency to take the shine off getting in the festive spirit. But there’s something about Disney that makes everyone feel nostalgic, no matter what their age.
  • Idea
    • We launched a pan-European shopper toolkit that invited Christmas shoppers to take a magical journey with Disney and Glade. After all, every Glade Nutcracker fragrance is a key that unlocks the magic. And bringing Glade’s Nutcracker fragrance range into your home will unlock the magic of Christmas and transport you back to warm, sweet memories.