Inspired by the Mexican tradition of guiding the deceased back home through scents, “Aroma Eterno” draws on a deep cultural connection to turn fragrances into a bridge to memories and emotions. Developed by The Juju, the campaign ran over four months with a 360° strategy combining paid media and omnichannel activations across three stages: connecting with audiences through stories that evoke shared moments, introducing Air Wick’s new collection, and bringing its fragrances to points of sale and brand experiences.