The Challenge

A sea of white appliances, all purifier brands tout “cleaner air” or utilize fearmongering to persuade consumers.

Our Move

Make clean air a status symbol. Align with the optimizer movement. People track every metric of their lives except the one they consume the most: the air they breathe.

Premium, design-led storytelling with relatable claims that speak to optimizing recovery, sleep and immunity.

A healthy dose of air education keeps people coming back.

The Results
52% open rate (post-MPP, not a typo)
6.5% Blended CTR
6% CVR on site

Highest revenue launch of company’s history
Packaging Awards