Reckitt Benckiser launches 'breathing' air freshener and children's Strepsils

Reckitt Benckiser (RB) is launching a new air freshener under its Air Wick brand that claims to "breathe in" odours and "breathe out" fresh air.

Air Wick:adds filter and fresh variant to its air freshener range
Air Wick:adds filter and fresh variant to its air freshener range

It will be supported by a £4.5m marketing offensive including a television campaign that RB aims to be seen by 90% of UK housewives.

In addition, the company is ramping up its product innovations within the cold and flu market, introducing a children's variant for its Strepsils brand.

RB is aiming to drive the air-care market with the new Air Wick "filter and fresh" product, which draws in air through a fan at its base, before putting the odorous molecules through a filter and re-dispersing the air through the room.

The new product is available in five variants, from "citrus orange and ocean energy" to "Amazon lily and rainforest".

The sugar-free medicated sore throat product for children is released this month in a strawberry flavour, in time for the "back-to-school" season. The children's Strepsils will be supported by a £750,000 radio and digital marketing campaign.

In February, RB took to Facebook to sell its latest Cillit Bang brand extension through a direct-to-consumer platform, the first of a number of ecommerce platforms expected from the global FMCG company.


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).