Sara Lee launch in £7m freshener blitz

The product, dubbed 3volution, will be positioned as a premium “plug-in” device and claims to deliver three different fragrances regulated by an electric timer.

It will be available in a number of variants including Sea Side Breeze, Fresh New Day, Heavenly Flowers and Oriental Dreams. Each pack will deliver fragrances based on a general “theme”.

The launch follows Sara Lee’s decision to move its Ambi Pur account from Grey London to another WPP network agency, Joshua, earlier this month without a pitch.

Sara Lee, which also has a food division, cited potential conflict with Grey London’s Masterfoods account as a reason for the move. Joshua has been tasked with creating a new, through-the-line concept for Ambi Pur.

The previous campaign created by Grey ran in November and featured an animated character called the “smell catcher”, which flitted around gathering smells for use in Ambi Pur products.

The launch is the latest in a series from major manufacturers vying for control of the UK’s rapidly expanding air freshener market. Mintel valued it at &£302m last year, and expects it grow by 42% over the next five years as consumers pursue more leisure time at the expense of spending time housekeeping.

SC Johnson is gearing up for launches under its Air Infusions brand, Procter & Gamble under its Febreze brand and Reckitt Benckiser under its Air Wick brand.

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