Smell-o-vision?
Caldrea was challenged. They needed to shake off the dust of being a relatively dormant brand and move off the shelves and into our feeds.
![2 Basil Blue Sage copy](https://decoded-advertising.transforms.svdcdn.com/production/images/work/scent-curious/2-Basil-Blue-Sage-copy.jpg?w=1440&auto=compress%2Cformat&fit=crop&dm=1609096974&s=2acdb323be9382868c94dd9e2c8dce71)
Our shared goal – relaunch Caldrea as a digital only brand positioned as a premium soap to appeal to the high end millennial audience.
![Caldrea Grid](https://decoded-advertising.transforms.svdcdn.com/production/images/work/scent-curious/CaldreaGrid.png?w=1440&auto=compress%2Cformat&fit=crop&dm=1608854185&s=7499b058dd6b3d9c9ad361973910a950)
We rebuilt the brand from the ground up starting by experimenting with packaging and letting our ad performance inform the new identity.
![Caldrea stats updated EF 01](https://decoded-advertising.transforms.svdcdn.com/production/images/work/scent-curious/caldrea-stats_updated_EF-01.jpg?w=1440&auto=compress%2Cformat&fit=crop&dm=1609620741&s=8d1a3899a799cf08f52ac53bc3386aa7)
Once we learned the motivators and purchase drivers, we set out to design an experience and set a tone for the Scent Curious, growing DTC sales 147% YoY.
![Caldrea thumb](https://decoded-advertising.transforms.svdcdn.com/production/images/Caldrea-thumb.jpg?w=1440&h=810&auto=compress%2Cformat&fit=crop&dm=1608853098&s=8ed54a051f5add026f28f500ba323815)