Air Wick takes Pure range to the next level with Freshmatic Max Pure launch

The UK’s leading home fragrance brand Air Wick is building on the success of their popular Pure aerosols range to reinvigorate the Automatic Spray category (second biggest category in total Air Care) by launching Air Wick Freshmatic™ Max Pure.

The revolutionary Pure range launched in late 2015; its unique benefit of just fragrance with no wet spray was driven by the insight that the falling mist other aerosols produce was deterring consumers from purchasing a spray. The launch breathed new life in to the Aerosols category, bringing it back into growth (+3% in the year following the launch, with Air Wick the only brand growing in this category).

The brand is taking the Pure technology a step further by making it available in Automatic Sprays. Thanks to a specific formulation with increased fragrance level and less water versus traditional ranges, Air Wick is offering the consumers a new, hassle-free way to fill their homes with continuous fragrance without experiencing wet spray. This will hopefully revive the Automatic Sprays category, which is currently declining (-2% in 2016), in the same way Pure Aerosols turned around the Standard Spray segment.

The top-rotating variants from the Pure Aerosols range are available in the Freshmatic™ format, with vibrant Cherry Blossom and fresh Spring Delight appearing in the Starter Kits (MRRP £11) and zesty Mediterranean Sun joining the two as a single refill (MRRP £5). Kits include a 250ml refill, batteries as well as an upgraded Freshmatic™ Max Gadget. With a sleeker look to enhance Home Decor, gadgets now feature a «twist & lock» mechanism, improving the consumer experience.

Also, thanks to a small hole on the back of the gadget, consumers can hang their Freshmatic™ on the wall to ensure constant freshness in every corner of the room, while picking the fragrance intensity they prefer (3 fragrance settings are available at the top of the gadget).

Marketing Director Becky Verano-Luri comments: “2017 is a very exciting year for Air Wick and the Pure sub-brand. We are delighted with Pure’s continued success, which shows the technology is resonating with consumers, and are confident it will translate well into the Automatic Spray category, reinforcing Air Wick’s leading position in this format.”

The launch of the new Freshmatic™ Max Pure will be strongly supported in stores by high visibility point-of-sale off-shelf displays and promotions. In addition, there will be significant media investment with the brand appearing on TV for 21 weeks of the year; the new look TV advert featuring both Pure aerosols and Freshmatic™ Max Pure will commence its first flight in mid- February.

Hitting stores in January 2017, the Freshmatic™ Max Pure range is available from major multiples including Tesco, ASDA, Sainsbury’s, Morrisons and Wilko.

RECKITT BENCKISER

www.rb.com

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