How Ozium is Using Social Media to Elevate Its Brand Presence
Ozuim, a air sanitizer brand that’s been around for 50 years, wants to make waves to get its name out there with its partnership and campaign featuring Grammy-nominated rapper Wiz Khalifa and world champion surfer-songwriter Makua Rothman.
To challenge the stigma surrounding cannabis, the brand released a single and music video as part of its campaign. Now on a path of aggressive growth, Clear the Air primarily focuses on building awareness through paid social media, with the ultimate goal of driving trial and conversion for Ozium via retail partners.
Beyond paid social, the campaign is supported by always-on retail media, retail-focused influencers, digital promotions, and in-store activations, including displays, to maximize engagement and visibility. The financial agreement between the parties was not disclosed.
According to John Rabenhost, CEO of Niteo Products, Ozium launched a brand redesign and refreshed its online presence in early 2024, alongside a push for expanded distribution. Developed in partnership with independent creative agency Madwell, the campaign aims to boost brand awareness and transition Ozium from a niche product to a mainstream essential.
“The idea taps into Ozium’s cultural cache having been featured in more than 50 rap songs and long associated with cannabis culture,” he said. “By challenging long standing stigmas, the message is to both [literally and figuratively] – ‘Clear the Air.’”
As part of its Ozium campaign, jewelry brand If & Co are offering sweepstakes for exclusive merch – including a bracelet adorned by Wiz in the music video. It started in December with campaign teasers that included custom surfboards, surf lessons with Makua, a Gibson guitar, and Jimmy Messer lessons. The current sweepstakes runs until March 16 and it has had over 1000 entries according to Rabenhost.
Aside from that Ozium is expanding its digital presence by prioritizing TikTok as part of its broader content strategy. Recognizing the platform’s influence, the brand has developed a multi-week content calendar designed to maintain a consistent and engaging presence. This strategy includes a diverse mix of content formats, such as how-to videos, comedic takes on eliminating unpleasant odors, and humorous jabs at common scenarios like Airbnb hosts neglecting proper odor control.
By leveraging TikTok’s trending formats and interactive features, Ozium aims to increase organic engagement while reinforcing its core messaging in an entertaining, shareable way. The brand is also ensuring cross-platform synergy, maintaining a balanced content mix across Instagram and TikTok, while expanding its reach through major activations on YouTube and Spotify in collaboration with partnered artists.
Clearing The Air
Due to restrictions on cannabis advertising across social media platforms, brands have had to shift toward an organic marketing approach. For Ozium, this meant carefully crafting its messaging to remain compliant while avoiding direct promotion of cannabis.
The campaign leverages Ozium’s well-known effectiveness in eliminating weed odor, reinforcing its broader ability to remove unwanted smells from homes, offices, and cars. Unlike traditional air fresheners that simply mask or trap odors, Ozium Air Sanitizer actively targets airborne bacteria, eliminating odors at the source.
“There is certainly a great case for the use of Ozium Air Sanitizer in the context of smelly sports equipment, something we might capitalize on in the future,” said Rabenhost.
