They were invented in 1952 by German chemist Julius Sämann. The evergreen tree design has become an iconic symbol of car air fresheners. If you see something hanging in a rearview mirror, it's likely a Little Tree.
The Ask:
Let's think beyond just cars! We're inspiring our target (odour-conscious teens and young adults aged 16-26 years old) to explore the endless possibilities of Little Trees.
Insight:
Little Trees work best in little spaces.
We wanted to showcase Little Trees being used in more than just cars, but any small space that needs a little odour therapy.
Big Idea:
Big smells need little trees.
Strategist: Purathani Varatharajah
Copywriters: Caitlin Mahut and Alex Schulze
Art Director: Trisha Udarbe
