From Gimmick to Science: Establishing Fresh Wave as a Trusted Household Name

Founded 30 years ago, Fresh Wave began as an industrial odor eliminator for landfills, water treatment plants and paper mills. After scaling their powerful plant-based formula for household use, the brand entered the DTC space.

As a new direct-to-consumer player, Fresh Wave was finding its footing among entrenched home fragrance competitors. We implemented a content strategy highlighting the science behind the formula, successfully positioning Fresh Wave as a leading plant-based alternative to Febreze and an authority in the category.

Fresh Wave’s primary differentiator was its science-backed, plant-based formula. The product offered a versatile and effective solution that avoided the marketing gimmicks common in the industry.

However, household cleaning is a habit-driven category where consumers often default to familiar brands. To disrupt this routine, we enhanced Fresh Wave’s online presence and educated users on the benefits of a natural alternative. By delivering informative and compelling content, we shifted consumer perception while maintaining high engagement.

1. Strategic Pivot for Pandemic Relevance. Fresh Wave launched its brand awareness campaign in late 2019. By early 2020, as the pandemic shifted consumer behavior, we pivoted content to trending searches such as "bleach smell removal" and "washing cloth masks." This shift positioned Fresh Wave as a solution-oriented brand for an audience of mindful consumers.

2. Scientific Storytelling. To make Fresh Wave’s value proposition relatable, we moved beyond basic shopping habits and focused on education. We explored the science behind household odors, explaining how the formula eliminates smells at the molecular level. This approach transformed Fresh Wave into an essential solution for common, everyday odors.

3. Consistent Growth and Optimization. This strategy delivered immediate results, with organic traffic rising from 4,000 to 13,000 monthly sessions within the first year. We maintained this momentum for 18 months, routinely reviewing engagement metrics with the client to pitch and produce two to three 1,000-word pieces per month. This consistent output sustained organic growth well into 2021.

Fresh Wave, a pioneer in plant-based odor elimination, faced the challenge of breaking into the competitive D2C home fragrance market. By leveraging a strategic content approach, the brand successfully established itself as a category authority and drove significant growth.

• Science-Based Storytelling: By highlighting the molecular science behind the formula, Fresh Wave differentiated itself from competitors and positioned its products as a natural, effective alternative.

• Pandemic Pivot: The brand quickly adapted to shifting consumer needs during the pandemic, creating timely content around topics like bleach odor removal and mask hygiene.

• Consistent Content Strategy: A focus on high-quality, informative longform content established Fresh Wave as a thought leader and a consistent driver of organic traffic.

These efforts resulted in a 400% increase in organic sessions from 2019 to 2021, solidifying Fresh Wave’s market position. This surge in brand awareness led to increased sales and expanded distribution. Today, Fresh Wave is a prominent player in the space, with products available through its popular online store and major retailers including Whole Foods, Chewy, Ace Hardware and Amazon.