Native’s 2022 Naughty & Nice holiday product lineup featured scents like sugar cookie, eggnog, coal, and mistletoe. But while their scents brought back the nostalgia of the familiar, they wanted their holiday campaign to be anything but. So we created a campaign stripped of candy canes and holiday music and focused on the human truth behind the age old naughty/nice dichotomy: that nobody is entirely one or the other. And in the middle, lies some of the most awkward human interactions imaginable.
Though the scent lineup is based in the moral binary of naughty and nice, our strategic jumping-off point was an actual human truth - no one is just one or the other. And it is within that gray area that all the most memorable life experiences happen. We pushed Native to lean all the way in to what makes these moments shine, but also what makes them resonate with viewers: the weird, uncomfortable awkwardness of everyday interactions. We landed in a perfectly mundane scenario – a routine traffic stop – but let the human messiness of our characters push it to the most unexpected conclusion and served it to viewers where morality is at its most gray: social media.
Native’s net sales from the holiday collection grew 71% on DTC and 156% in retail from the previous year – a clear indication that our morally inclusive message resonated with our audience.