• by Les Luchter , July 16, 2024

Want a healthier environment at home?

Clean up your air -- and use Unilever-owned Blueair to do it.

That’s the crux of the message in the air purifier brand’s new campaign, “Air Designed for a Better Life.”

“With people taking control of their health and optimizing every part of their lives, our campaign sheds light on the importance of clean indoor air and how it impacts your sleep, mood, physical health -- and even the health of your pets,” explains Blueair Chief Marketing Officer Lara Kerbaj in a release.

In three :15 spots from the Humanaut agency, scientists in a lab deal with ceiling fan dust, burnt popcorn and pet allergies as people in their Blueair-equipped homes happily cope with the same situations.

A :30 spot deals with all three possibilities, with :06 versions and static ads also in the content mix.

To position itself as an expert in “air wellness,” Blueair tells Marketing Daily it is “dedicating full-funnel investment to the campaign, from awareness to conversion across key digital channels including social, programmatic and search.” Digital ad spend, the brand says, is up by double digits over last year.

Media, handled by the Tinuiti agency, includes Meta platforms, YouTube and Prime Video.

Key target audiences are “young, conscious parents” and the “health, beauty and wellness-minded,” Blueair notes. The former consists of 15- to 44-year-olds, split evenly by gender, while the latter are the same age range, including non-parents, and skewing slightly female.

“Air Designed for a Better Life” breaks with category advertising that focuses on product features and technical specs, emphasize Blueair and Humanaut.

“While we’re serious about our superior smart tech and premium innovations,“ Kerbaj says in her statement, “we want you to have a bit of fun watching our campaigns and relate to those little daily inconveniences that could simply be solved with an air-care device.”

Not that the ads completely avoid the techie side.

Responding to her mom in the burnt popcorn spot saying that Blueair is “like magic,” a little girl corrects, “no mom, more like Swedish engineering,” alluding to the brand’s Stockholm base.

Blueair’s competitors in the air purifier space include Levoit, Shark and Coway.

Mintel last year said that usage has been up greatly since the pandemic spurred health and safety concerns, with interest in future purchases also likely stemming from extreme temperatures and other environmental shifts caused by climate change.

Verified Market Research pegged the global market at $15.83 billion in 2023, projecting it to reach $32.1 billion by 2031.

“There's a notable trend towards integrating health-focused attributes into existing offerings to meet evolving consumer expectations,” the researcher said last month.