Reckitt Benckiser Kicks Off Festive Season With New Air Wick Fragrance

Reckitt Benckiser has added a new fragrance to its Air Wick portfolio, aimed at the winter festive season.

The new ‘Christmas Tree Wishes’ fragrance, which will be part of the Life Scents range, combines the aromas of fresh cut pine gently blended with cinnamon cookies and firewood. These key notes are based on consumers’ seasonal preferences, and are specifically designed to bring out the festive feeling in every home.

This new variant sits alongside Mulled Wine by the Fire, the stand-out performer from last winter, which has been reintroduced this year.

The launch will be supported by a three-week TV campaign focused on Wax Melts, sitting alongside a broader integrated campaign comprising bespoke POS activity, promotional discounts, off-shelf displays to drive trial, as well as PR and Facebook campaigns to drive wider awareness.

The August-December period is pivotal to the seasonal Air Care market, accounting for approximately 60% of total year sales.  The limited edition variants are expected to appeal to the 85% of existing Air Care buyers that purchase seasonal collections as well as attract new buyers. This is critically important given nearly 30% of purchases are driven solely by the Christmas season excitement.