Reckitt Benckiser launches Air Wick sales drive

Reckitt Benckiser is launching a £1.5 million television and press advertising campaign to support its seasonal programme for Air Wick.

Mulled Wine Air Wick product

The household goods company wants to drive “significant sales” of the air freshener brand and make itself an essential Christmas brand for retailers. Its 2009 winter fragrances are Mulled Wine and Vanilla & Festive Spice is set to be a winning combination.

There will also be a promotional competition with a prize of £5,000 to help drive sales, supported with in-store merchandising and on-line activity.

The TV campaign begins on 5 October alongside the launch of the ‘Win a £5,000 Home Makeover’ competition. To maximise the seasonal opportunity consumers will be encouraged to buy one product from the Air Wick range and go online to enter the competition to win the £5,000 prize.

Repeat sales will be encouraged through the opportunity to win a variety of daily prizes all of which are linked to key Christmas preparations for example, a £200 shopping spree or tickets for the Royal Albert Hall Christmas Festival and a Christmas tree.

Air Wick says that trend research shows that seasonal fragrances are growing in importance each year.

The campaign has been created by Euro RSCG.


It’s ROI, but not as you may know it

Stuart Turner

Rather than the story that marketers place acquisition and retention above ROI (MW 27 August) being a sign that we are entering an era obsessed with execution over evaluation, I suspect something else is going on.


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