This is the case of an odour-sanitising product needing an innovative angle in a generic air freshener market. Typically, air fresheners focus on eliminating all bad odours. Ozium cleanses the air by working exceptionally well on smoke particles. For its marketing strategy, Ozium recognised that smokers feel a certain amount of pressure from society to quiet. By acknowledging that it is often easier to hide the fact that you smoke than to actually quit, Ozium sympathised with smokers and their dilemma. The notion of “Keep smoking, quit stinking” gave smokers another option to quitting altogether.
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