Reckitt Benckiser’s iconic home fragrance brand AIR WICK is poised to build upon the phenomenal success of its innovative Pure Aerosols range by introducing three limited festive fragrances to the Air Care fixture: everpopular Mulled Wine, delicate Spun Sugar and zesty Citrus Infusion, all MRRP £3.00.
This Christmas-inspired collection brings together consumers’ favourite scents and is set to boost the performance of the existing Pure Collection, in time for the Air Care category’s peak months which account for 60 percent of total year sales. These three limited variants are expected to appeal to the 85 percent of existing Air Care buyers that purchase seasonal collections as well as attract new buyers. This is critically important given nearly 30 percent of purchases are driven solely by the Christmas season excitement.
The ground-breaking Pure collection of premium aerosols launched in September 2015 with its unique benefit of just fragrance with no wet fall-out fulfilled a longstanding unmet consumer need. Driven by the insight that the undesirable falling mist other aerosols produce was a barrier to purchase, Air Wick created the first range with no added water and stronger fragrance.
The eye-catching packaging design of the Pure collection also sets it apart from its competitors: the bold colours of the triggers and the distinctive ergonomic shape of the cans make the sprays stand out on the shelf and attract new consumers’ attention.
With the launch of Pure, Air Wick managed to turnaround the performance of the UK Aerosols market: this innovation (which now makes up 20 percent of Total Aerosols market) propelled the category back into growth, with 5.5 percent growth seen in the ten months since launch and 3.1 percent growth year to date.
In fact, Air Wick is the only aerosol brand growing year to date, with 91 percent growth in value sales and a market share that has almost doubled to 30 percent versus a year ago.
The launch of the new variants will be brought to life by in-store support with branded point-of-sale, offshelf displays and promotions. In addition, there will be an integrated TV, print, PR and Facebook campaign to drive wider awareness; the new TV advert featuring the range will be aired for several weeks in the run up to 25 December. Hitting shelves from mid- August 2016 until January 2017, the Pure limited edition will be available from major multiples including Tesco, ASDA, Sainsbury’s, Morrisons and Wilko.
AIR WICK UK