BLUEBERRY LAUNCH
How do you launch a 🫐new summer scent🫐 with no photography and still make it feel like the freshest thing on shelf?
You go full Blueberry Girl Summer.
For the debut of Mrs. Meyer’s Limited-Edition Blueberry, the designer and I concepted an entire day in the life content strategy for social—from mood boards to shot lists to final captions. We built the visual and verbal world from scratch, crafting a summer story that teased the scent before it even hit shelves. The goal was to make Blueberry feel like summer itself: playful, juicy, fleeting—a scent you’d want to capture before the season passed.
Without traditional product photography to work from, we needed a storytelling approach that felt warm, sensory, and lived-in. One that could convey the feeling of Blueberry without relying on standard pack shots.
Using a series of evocative moments (berries in the market, sun-drenched afternoons), we built a visual and verbal world around the scent. This allowed us to tease and launch Blueberry as an experience—not just a new scent.
mrsmeyerscleanday Our summer mood board? Not just a mood. Something juicy is dropping May 4th.
mrsmeyerscleanday What if your cleaning routine smelled like a Sunday morning at the farmers market? Soon it will…coming May 4th.
mrsmeyerscleanday Picked a favorite. Bottled it up. You’ll smell it soon! Tell us in the comments, which scent do you think is launching tomorrow?
mrsmeyerscleanday Freshly picked, just for you, meet the scent of the summer: Blueberry 🫐 the newest addition to our Summer lineup!