Glade Essences/ Action

Glade × Action Europe

A collection designed to transform fragrances into visual experiences.

SC Johnson partnered with Grupo Berro to develop a Glade collection for Action stores across Europe, with the goal of breaking away from the repetitive visual codes that dominate the air care category.

The challenge

To create a collection for Action Europe capable of standing out within a saturated category dominated by repetitive seasonal aesthetics.

The approach

We developed a more expressive and atmospheric visual language, combining bold color systems, immersive imagery, and contemporary composition principles to elevate the perception of the collection while maintaining a strong connection with the Glade brand.

The result

A differentiated retail program with strong shelf presence, designed to connect emotionally with consumers across multiple European markets.