Traditional sales pitches in the air care market have focused on a simple formula: accomplished housewives using nifty gadgets to remove odours and replace them with fragrance. But in 2011 this is set to change as RB taps into the heart of modern customer psyche with its new Air Wick ‘Brighten Up Your World’ campaign which kicked off on 21st February 2011, establishing the brand’s new selling line, ‘There’s something in the Air Wick’.
Working with BBH, three exciting new Air Wick creative executions have been developed to support the campaign on TV, print and instore POS. In addition there will be fragranced direct mail, experiential fragrance events; online display and further support through the Air Wick Fresher Homes Club.
RB’s insight comes from global research which clearly revealed Air Care is about more than just removing odours, the way a home smells is now seen as an extension of a person’s personality. Just like home decor and soft furnishing Air Care is now a fundamental part of the way a home looks and feels, affecting both its mood and personality.
“We feel our new advertising campaign really taps into the reason consumers buy Air Care products. We are confident that this new treatment coupled with our latest fragrance collection which is inspired by nature will support retailers by continuing to build category growth.” Stefan Gaa, Marketing Director, RB UK.
There’s something in the Air Wick.
Reckitt Benckiser (RB)