Pine Glo
The Reminiscents Project
The Situation
A budget-friendly competitor to Pine Sol without a social footprint or huge marketing spend, Pine Glo was looking to carve out its own space in a crowded cleaning landscape.
The Insight
By connecting scent to memory, a core brand attribute can become an ownable symbol of do-gooding.
The Solve
Leaning into a recent study by UCLA that linked scent exposure to improved recall, we created The Reminiscents Project – an initiative that gifted our scent-forward products to local assisted-living and memory-care centers, in the hopes that Pine Glo could do some good where it was needed most. Launched during National Alzheimer’s Awareness Month, the campaign included social, earned outreach, and a call-to-action to people everywhere to request free Pine Glo to a facility in their area.
