Airwick takes on Glade with battery power

Reckitt Benckiser’s Airwick is to launch a line of battery-powered household airfresheners in a bid to raise the competition with SC Johnson’s rival Glade range.

The MobilAir range, which will be brought out under the company’s flagship Airwick banner, will be available from June. The launch will be supported by a &£5m TV, print and outdoor ad campaign.

Euro RSCG London handles advertising for Airwick, while OMD UK is responsible for media buying.

One industry source says the range of airfresheners will be promoted as the most effective on the market.

“The range looks very good and the battery power means it works very well,” he says.

He adds that the range’s premium positioning and the need to pay for additional batteries might discourage some consumers. Several new fragrances are also expected to be introduced as part of the launch.

Airwick is part of a portfolio of 15 “Power Brands” from which Reckitt Benckiser aims to derive 50 per cent of its revenue by next year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here