Americans are back to worrying more about smelling bad
than getting sick. That’s the insight driving Lysol’s new “Share the Love, Not the Stink” campaign, a push that enlists reality-TV veteran ("Jersey Shore") Nicole
“Snooki” Polizzi to remind consumers that while germs may fade, stink lingers.
The campaign introduces the Lysol StinkCheck, a tongue-in-cheek
social challenge encouraging people to nudge loved ones whose passions — from sweaty gym sessions to muddy pets — leave lasting odors. Snooki stars in videos responding to follower DMs
about “stinky situations,” turning awkward home conversations into lighthearted ones.
“It’s a fun way to remind people that Lysol
isn’t just about killing germs,” says Benoit Veryser, vice president of marketing for Lysol, at Reckitt. “We’re doing two things at once — helping consumers
‘de-stink’ their spaces, and keep their homes healthy.”
The effort marks Lysol’s clearest step yet into its post-pandemic identity.
“During COVID, people came to us for protection,” Veryser tells CPG Insider. “That will always be our foundation. But we’re also
showing how Lysol can play a role every day — tackling odor-causing bacteria as well as germs.”
The 360-degree campaign — created with
McCann and Hunter PR — is running on Instagram, TikTok, and YouTube, supported by influencers including Zachariah Porter, Mayci Neeley, and Eli Rallo. There’s also a November docuseries
spotlighting real-life “smelly” professions like fishmongers and pet groomers. Lysol is also integrating with “The Kittle Things,” a podcast hosted by NFL player George Kittle
and his wife Claire.
Veryser says shifting the campaign to social platforms reflects a deliberate media pivot. “You still see us on traditional
channels, but younger consumers live on TikTok and Instagram,” he says. “The briefing now starts 360 — what does it look like for people who don’t watch TV?”
Reckitt’s most recent earnings showed Lysol maintaining positive North American momentum, thanks partly to newer segments like Air Sanitizer and Laundry Sanitizer giving the brand leeway to
play looser with its messaging.
Beyond laughs, the goal is to expand use occasions for Lysol Air Sanitizer, the first EPA-approved product to kill 99.9% of
airborne viruses and odor-causing bacteria. “We want people to see that Lysol isn’t just their mom’s disinfectant anymore,” Veryser says. “It’s something you use
every day — even when no one’s sick.”