The latest innovation from market leader Air Wick, the revolutionary new Air Wick Odour Detect, is set to cause a summer upsurge of sales in the air care category. Incorporating cutting edge technology and taking the market to a new level, RB’s Air Wick scientists have developed aircare’s first ‘electronic’ nose!
This, the biggest ever new development from the Air Wick brand, has been in response to consumer demand to make an air freshener that can get rid of bad smells as soon as they arrive! Air Wick Odour Detect is the only air freshener with a ‘nose’ that can actually detect changes in the atmosphere and activate automatically, banishing bad smells and giving consumers total confidence that their home smells sweet and fresh all the time.
Air Wick Odour Detect is the result of five years research and development, and a step change in air fresheners. Air Wick Odour Detect is the only air freshener to incorporate technology similar to that used by upmarket automotive brands like BMW and Mercedes. It automatically senses odours, just like a human nose, and then responds releasing a burst of fragrance to overcome them.
RB will be supporting the brand through the summer months and into the key pre-Xmas period, under the brand banner “Something in the Air Wick” as part of a major £10m 360º marketing campaign. National TV and press advertising, which breaks on 11th July, will be complemented by online and PR activity; a series of regular tailored promotional campaigns; and eye catching POS material.
Commenting RB UK Head of Marketing Stefan Gaa said: “This is one of the most exciting products RB has ever launched, in any sector. It is so far ahead of current products on the market that it creates a whole new category of air care. The development is the result of extensive consumer research so we know it will be well received. Consumer feedback has been so successful that we believe the product will soon make simple motion detection air fresheners redundant. Air Wick Odour Detect demonstrates the RB ethos of not just growing our own brands, but also whole sectors, through exceptional and constant innovation – and through not just meeting but exceeding consumer expectations.”
Reflecting RB’s global No 1 position in the air care sector, and its reputation for ground-breaking innovation, Air Wick Odour Detect incorporates a level of advanced technology not found in any other air freshener. It provides a unique answer for those many millions of heavy users who want the reassurance of constant fragrance; and for use in those places in the home where odour is a particular problem. With Air Wick Odour Detect RB is also once again underlining Air Wick’s position as the specialist aircare brand, with a product guaranteed not just to drive its own significant incremental demand, but also to give a significant boost to sales in the sector as a whole – creating renewed consumer interest in effective aircare.
Air Wick Freshmatic Odour Detect has been available in UK stores from the end of June 2011, and will launch – nationally over the coming months.
The product will be available in two sizes – Standard and Compact. These will replace the current AirWick Freshmatic iMotion products – selling at the same rrp of £9.99/£13.99 respectively. Both products will be available in six fragrances – including the most popular Air Wick scent – Cool Linen & White Lilac; and later in the year Mulled Wine & Cinnamon Apple – the number one fragrance for Christmas.
The attractive, contemporary design and high specification of the products reflects Air Wick’s understanding of the changing needs of the consumer, taking air care firmly out of simple household utilities.
“Air Wick has yet again created a step change in the aircare market – introducing world first technology. Even my own team is amazed by how this product operates – sensing a change in odours in a room quicker than some of us! You could say it has a ‘nose’ for success – creating sales and profits, for RB and for our customers!” concluded Gaa.