Glade unveils launch blitz to beat back rivals

Household goods maker SC Johnson is to launch several air freshening products under its Glade brand this autumn to counter increased competition from Sara Lee’s Ambi-Pur and Reckitt Benckiser’s Airwick brands.

Glade 3-in-1 will be the first to hit the market, a layered candle that burns through three different flavours to create a variety of mixed aromas. Two versions will be available, Berry Picking and Starlit Garden.

A line of air fresheners called Glade Decorative Scents will also launch this autumn. Industry sources say SC Johnson hopes the glass-jar air fresheners will be bought as much for their home decoration quality as their fragrance. Meanwhile, a range of “mini” air freshener aerosols is also expected to be available from next month.

Industry insiders say that a multi-million pound advertising campaign will support the Glade brand this autumn, with the majority of spend for new products planned around the Glade 3-in-1 candles. Advertising is through Bank Hoggins O’Shea/FCB, with media buying handled by Zenith Optimedia.

The Glade launches are likely to be the last responsibility of SC Johnson marketing director Claire Broomfield, who is leaving the company next month to pursue other interests (MW last week).

The Glade extensions will be immediately contested by launches from Sara Lee, which is planning a range of Ambi-Pur fragrance oil burners to coincide with a relaunch of the brand’s bathroom products this autumn.

Meanwhile, Reckitt Benckiser is to introduce a click-spray air freshener line under its Airwick brand (MW July 10).

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