This Ozium campaign reframes Ozium’s hip-hop legacy to challenge cannabis stigma through music-led storytelling — Clapboard's Global Ad Archive.

Household Product

Clear the Air - MAKUA X WIZ KHALIFA - Ozium | Clapboard Ad Archive

Other Household Product Campaigns

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Clear the Air - MAKUA X WIZ KHALIFA - Ozium | Clapboard Ad Archive

Ozium’s 2025 integrated campaign Clear the Air – MAKUA X WIZ KHALIFA, developed by Madwell, brings the household air care legacy of Ozium squarely into the cultural conversation around cannabis normalization, using the gravitas and cross-genre appeal of Grammy-nominated rapper Wiz Khalifa and world-champion surfer-songwriter Makua Rothman to challenge stereotypes while reinforcing the brand’s reputation for authenticity. Positioning itself against decades of coded marketing and subcultural nods—including more than 50 hip-hop shoutouts and Wiz’s own public affinity—the campaign uses the FORMAT#8—Ongoing Characters or Celebrities approach from Clapboard’s taxonomy, building brand recall through the lived narratives and aspirational signs of its high-profile talent rather than conventional problem-solution storytelling. The collaboration anchors Ozium as more than a functional air sanitizer; it recasts the product as a badge of lifestyle credibility relevant for the studio, the car, or anywhere self-expression meets the challenge of unwanted smoke or stigma. The creative palette is unmistakably lifestyle-driven—surf, music, cars, and the vibrancy of cannabis culture are fused in both the single and music video, unlocking engagement among a culturally astute, cannabis-friendly audience who see the air they breathe as both a literal and figurative space. The partnership with If & Co on exclusive jewelry tie-ins, activated through sweepstakes and featured in the video, further tightens the campaign’s grip on tangible cultural association and drives engagement well beyond passive consumption. By threading together personal testimony, cultural history, and bold creative output, Madwell has delivered a campaign that is at once a celebration and a strategic repositioning—now, clearing the air extends to clearing perceptions and rewriting what lifestyle brands in the household product category can represent. Ozium’s resilience as a trusted name expands here beyond mere odor removal into a visible affirmation of changing attitudes toward cannabis, energized by authentic endorsements that fuse generational legacy with forward momentum. Clapboard rates this 78/100. The campaign matters because it signals how air care has evolved from a purely functional play into a lifestyle and cultural statement, as brands like Ozium tap deep-seated cultural affiliations to drive both relevance and emotional resonance in the modern marketplace.

Credits

Client

Ozium

Agency

Madwell

Category Mind Map

48%

The “Clear the Air - MAKUA X WIZ KHALIFA” campaign positions Ozium as an authentic and culturally embedded air care brand that transcends its traditional role of odor masking. It emphasizes Ozium’s heritage as a trusted air sanitizer with a specific legacy in the cannabis community, now reframed to address broader lifestyle aspirations—clearing not only smoke but also stigmas, negative energy, and unwanted odors. Through collaboration with prominent figures Wiz Khalifa and Makua Rothman, both emblematic of music, surfing, and cannabis culture, the campaign promises an honest, lifestyle-driven air care solution that aligns with self-expression, creativity, and modern-day normalization of cannabis usage. Strategically, the campaign leverages Ozium’s deep roots in hip-hop and cannabis culture against the backdrop of evolving attitudes toward cannabis to engage a culturally relevant, lifestyle-oriented audience. By integrating music and visual storytelling, it taps into the emotional resonance of authenticity and self-identity, using the artists’ personal narratives to build credibility and affinity. The creative angle—melding music, surfing, cars, and cannabis—reflects the target demographic’s values around freedom, rebellion, and community, while the sweepstakes featuring exclusive, custom jewelry enhances engagement through exclusivity and tangible lifestyle association. The campaign thus moves Ozium beyond a functional household product into a cultural symbol that clears the air of both physical odors and social stigmas, aiming to reinforce brand loyalty and cultural relevance among a younger, style-conscious, and cannabis-friendly consumer base.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign’s foundation is its use of high-profile celebrities—Wiz Khalifa, with a long-cited public relationship to Ozium, and Makua Rothman—as cultural and lifestyle icons who personify the brand’s longstanding connection to music, cannabis, and self-expression. The narrative doesn’t revolve around a classic story arc or direct demonstration but amplifies authenticity and aspirational lifestyle through these celebrities’ endorsements, real-life usage, and creative output (music video, lyrics). Their presence is essential for brand recall, leveraging Ozium’s long-standing hip-hop legacy and deep user affinity. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Febreze – Market Positioning Febreze focuses on eliminating odors through scientifically formulated air fresheners that neutralize smells rather than masking them. They emphasize home freshness and family safety with a broad product range, positioning themselves as a trusted, everyday solution for a clean and inviting household environment. 2. Ozmo – Market Positioning Ozmo targets cannabis consumers specifically by offering odor eliminators designed to neutralize strong cannabis odors discreetly. Their products focus on privacy, efficacy, and lifestyle integration, catering to the legal cannabis market with a modern, urban branding approach. 3. Gonzo – Market Positioning Gonzo specializes in odor-removing sprays with natural, plant-based ingredients, appealing to eco-conscious and health-aware consumers. Their niche is bold scents combined with environmental sustainability, carving out a space as a green alternative in the household and cannabis odor control market. 4. Ona – Market Positioning Ona positions itself as a premium odor neutralizer brand for the cannabis industry, blending high-end design with powerful odor-eliminating technology. Their products are marketed as luxury lifestyle accessories that cater to both commercial growers and sophisticated home users demanding efficacy and style. 5. SmellWell – Market Positioning SmellWell offers innovative odor control solutions focusing on active lifestyle segments, such as sports and outdoor enthusiasts, including cannabis users. Utilizing minimalist, reusable products with sustainable materials, they attract a younger demographic seeking convenience and eco-friendly personal odor management.

Q: What is Clear the Air - MAKUA X WIZ KHALIFA about? A: Clear the Air - MAKUA X WIZ KHALIFA is a 2025 integrated campaign from Ozium, developed by independent agency Madwell for the United States market. The campaign features Grammy-nominated rapper Wiz Khalifa and world champion surfer-songwriter Makua Rothman, who collaborated on a new single and music video to challenge cannabis stigma and celebrate their passions for music, surfing, and cars. Leveraging Ozium’s 50-year legacy as an air sanitizer trusted by the cannabis community, the campaign positions the brand as a lifestyle icon, extending its relevance through celebrity partnership, music, and exclusive merchandise. Q: What creative device does Clear the Air - MAKUA X WIZ KHALIFA use? A: Clear the Air - MAKUA X WIZ KHALIFA employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. This approach centers on high-profile personalities—Wiz Khalifa and Makua Rothman—whose authentic connection to Ozium and cultural relevance in music, surfing, and cannabis culture drive brand recall. Rather than a traditional narrative or product demonstration, the campaign builds its message through celebrity endorsement, real-life usage, and creative output, reinforcing Ozium’s longstanding association with hip-hop and lifestyle communities. Q: What is the campaign proposition for Clear the Air - MAKUA X WIZ KHALIFA? A: The campaign proposition for Clear the Air - MAKUA X WIZ KHALIFA positions Ozium as an authentic, culturally embedded air care brand that goes beyond odor masking to address broader lifestyle aspirations. By collaborating with Wiz Khalifa and Makua Rothman, the campaign speaks to a lifestyle-oriented, cannabis-friendly audience, reframing Ozium’s heritage as a trusted air sanitizer into a symbol of self-expression, creativity, and normalization of cannabis use. The campaign matters in its category for connecting emotional authenticity and cultural legacy with modern-day values of openness and individuality. Q: How does Clear the Air - MAKUA X WIZ KHALIFA rank in Clapboard's archive? A: Clear the Air - MAKUA X WIZ KHALIFA holds a Clapboard Campaign Score of 78/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Ozium's category? A: In the household and cannabis odor control category, Ozium faces competition from several key brands: Febreze is positioned as a scientifically driven odor neutralizer for home freshness and family safety; Ozmo targets cannabis consumers with discreet, lifestyle-integrated solutions; Gonzo appeals to eco-conscious users with plant-based, sustainable sprays; Ona markets itself as a premium, design-led odor neutralizer for sophisticated users; and SmellWell focuses on active, younger consumers with minimalist, reusable, and sustainable odor management products. Each brand carves out a distinct niche in odor elimination and lifestyle positioning.