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.