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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1 Job description: Digital marketing executive

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).