Glade launched a new scented oil candle with a unique package design. This new design casts shadows and highlights on surrounding surfaces while the candle is lit and the room is dark. The Glade team at R/GA created a platform to promote the new launch. The goals of the platform were to garner user participation, social sharing, educate users about the new features of the product and build excitement around the “lightplay” feature of the unique new package design.
Users participate by creating and submitting their own package design using the tools provided for a chance to have their design produced by Glade and sold in stores as a package design for one of the featured fragrances.