High-end Air Wick variant gains diffuser

Reckitt Benckiser has introduced a new “diffuser” air freshener under its Air Wick Aqua Essences brand. The launch is part of the total £25m marketing support programme for Air Wick.

The product will be positioned as a high-end air freshener that will look good as well give off fragrances. It combines scented clear liquid and coloured beads in a glass vase and aims to be “stylish and innovative”. It has three fragrances of Freesia and Jasmine; Morning Mist; and Magnolia and Cherry Blossom.

The company is launching a TV campaign in September to promote the overall Air Wick Aqua Essences brand. In addition to support on TV, online and at point of sale, it will also be showcased as part of its Emmerdale sponsorship.

In addition to the diffuser, the Air Wick Aqua Essences range includes, Freshmatic (Max and Mini), electrical, candle and aerosols formats.

Phil Thomas, marketing director of Reckitt Benckiser UK Household and Personal Care, says that this premium launch is a consumer driven innovation.

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