New for 2014: Always leading the way in the category, Airwick from RB, the number one brand in air fresheners, has announced a completely new Initiative for 2014 with the launch of its National Parks Fragrance Collection. These evocative fragrances inspired by the UK’s distinctive and majestic National Parks, not only capture the freshness of Britain’s ‘breathing spaces’; but are also designed to bring the countryside… inside.
The AirWick Master Perfumers have created an exclusive collection to both reflect the changing seasons and the diversity of the British outdoors across the beautiful landscapes the National Parks represent. The Spring/Summer collection will be launched in January with fragrances evoking the landscapes of four of these iconic National ‘Parks’: Yorkshire Dales, Exmoor, Peak District and Brecon Beacons.
The exciting new partnership is also an amazing opportunity for AirWick to raise greater awareness of the National Parks amongst their millions of
consumers, many of whom may never have visited them; and help generate funds for vital projects to conserve their heritage, as well as improving facilities for the Parks and the communities that live within them.
£2.5m New Marketing Campaign
AirWick will support the launch of the new collection with a major £2.5m marketing programme which includes an exciting new TV advertising campaign representing a real departure from traditional air freshener advertising, as well as strong digital activation, and eye catching on-pack and in-store activity. The campaign will also include exclusive fragrance events as AirWick brings the magic of the National Parks to consumers in all sorts of unusual places… allowing them to experience the new range and learn more about the partnership.
Jerome Lemaire, Marketing Director of RB UK, manufacturers of AirWick, said: “AirWick is proud to partner with National Parks UK, an organisation that represents some of our most significant natural spaces.
“We know how important fragrance is to our consumers and how discerning they are when it comes to choosing the right fragrance for the atmosphere they want to create in their homes. The AirWick National Parks collection has been crafted using quality ingredients brought together to evoke the spirit of the different National Parks, which are the nation’s ‘breathing spaces’ and to bring those fragrances into millions of UK homes. We are looking forward to introducing the collections and to working with National Parks UK to highlight the significance of the Parks’ and the organisation’s projects to millions of AirWick users who may not realise their importance.”
Kathryn Cook, Director, National Parks UK: “We take great care in the choice of partners because there has to be a synergy between an organisation such as National Parks UK and a brand. We felt that AirWick appreciated what we are trying to achieve and that AirWick, through its manufacturer, RB, is responsible and committed to sustainability, with clear and established goals to improve the environmental impact of its business. We hope that this partnership will help raise our profile and the diversity of the UK National Parks with a new audience that might be unfamiliar with what we do. We are looking forward to working with AirWick to bring the delights of Britain’s breathing spaces into people’s homes.”
The new National Park inspired fragrance collection will be on sale in all major grocery outlets from the beginning of 2014 and will include products across the AirWick range including: autospray refills, liquid electrical refills, gel variants and premium candles. The four Spring/Summer fragrances are:
• Yorkshire Dales – White Roses and Pink Sweet Pea
• Exmoor – Sea Spray and Ocean Minerals
• Peak District – Spring Breeze and Golden Lily
• Brecon Beacons – Wild Blossom & Fresh Mountain Dew