That Smell! — a brand of air fresheners that implies it’s time to use them. The series of illustrations showcases icons that cover their noses in various ways: with hands, fingers, clothespins, or a cloud of scent. The main idea is to illustrate the inconvenience of the stench surrounding the characters. In this sense, the brand is candid; it doesn’t try to hide the existence of unpleasant odours in nature like most manufacturers do, depicting ocean breezes or juicy fruits on their packaging. On the contrary, this brand speaks directly about bad odours but is ready to help deal with them.

You see, That Smell! breaks away from the typical air freshener marketing norms. While most brands paint a pretty picture of fresh sea breezes, blooming gardens, or ripe fruits, this one keeps it real. It’s like, “Hey, we know bad smells exist, and we’re not here to sugarcoat it.” The straightforward approach is almost refreshing in its honesty. It’s like that friend who always tells you the truth, even if it’s a bit uncomfortable, but you appreciate them because they help you tackle the real issues head-on.

The clever and cheeky illustrations of characters desperately trying to block out bad odours serve as a humorous reminder that, yes, bad smells are a part of life, but they don’t have to be overpowering. Be it with a hand, a finger, a clothespin, or a comical cloud expressing disgust, these visual cues hit home the brand’s commitment to battling unwelcome scents.

By directly addressing the elephant in the room—unpleasant odours—That Smell! forges a connection with consumers who seek real solutions to their stinky problems. It’s not just an air freshener; it’s a bold statement in the world of home fragrances. It aligns with the idea that you can’t just mask every problem with a facade of sweet-smelling distractions. Sometimes, you have to confront the stink and neutralise it head-on.