Air Wick introduces mix and match

Air Wick, the air freshener brand from Reckitt Benckiser (RB), is introducing a ‘mix and match’ concept to its Symphonia range of home fragrances.

Air wick

Customers will be able to personalise the fragrance combinations they choose from a selection of single fragrance refills with the aim of increasing initial and repeat purchases.

The introduction follows research from RB, which found that having the freedom to combine fragrances drives purchase behaviour in 84% of consumers, and being able to choose the fragrance increases consumer perception of value.

The launch is supported by a £1m marketing spend to drive product trial and drive traffic to a dedicated microsite, which aims to educate consumers on selecting fragrance combinations to suit different moods.

A TV ad campaign featuring the brand’s Mrs Penguin character, voiced by Sarah Lancashire, breaks on 13 September.

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