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Air Wick set for new campaign to promote Touch of Luxury range

An in-store campaign to promote Air Wick’s 2011 Touch of Luxury fragrance range has been developed by Live & Breathe.

The print advertising and interactive on-pack campaign promotes the range’s two new fragrances; ‘Exotic Bamboo and Lotus Flower’ and ‘Precious Silk and Oriental Orchids’.

The on-pack promotion from the Reckitt Benckiser owned-brand, will run across three million packs and will begin to appear on shelf ahead of spring.

The promotion sees Air Wick team up with Ideal Home Magazine to offer the chance to win a Dream Room worth £10,000 and will tie in with the Air Wick ‘Brighten Up Your World’ advertising campaign, which begins 21 February.

Entrants to the competition will be driven onto the Air Wick website, where they will be invited to create a personal mood board for their dream room, with a library of items provided, while the new range of luxury fragrances will also be offered to add to the final creation, before it is emailed to friends through Facebook.

Stefan Gaa, marketing director from Reckitt Benckiser, said: “Live & Breathe’s promotional concept fits well with the aspirations of our Touch of Luxury target audience of house-proud consumers. The competition mechanic is highly engaging and encourages real creativity and experimentation. We are looking forward to reviewing the entries and congratulating the lucky winner.”

Nick Gray, managing director of Live & Breathe, added: “This is our first major piece of work since being appointed as Air Wick’s shopper marketing agency at the end of 2010. We have created an engaging campaign that follows the consumer at every touchpoint on the path to purchase.”

Live & Breathe has also created a range of in-store collateral including sampling displays for the Dream Room competition to garner maximum buy-in and visibility in-store.

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