The five month campaign – the largest investment that Air Wick has made in magazines - will promote the new Filter and Fresh home fragrancing device that breathes in odours and breathes out cleaner, fresher smelling air.
As part of the deal, Air Wick worked with IPC Insight to poll women about their homes and why fragrance is important to them. Print advertorials have also been placed across all titles and online ‘portrait’ format advertising - incorporating video vox-pops - will run on Goodtoknow.co.uk. The campaign culminates with four-page bound-in inserts that will run across all five magazines. The inserts will promote the five exclusive fragrances available and showcase one of the fragrances through scratch and sniff paper technology so readers are able to sample before they buy.
Jérôme Lemaire, marketing director UK, Reckitt Benckiser, says: “Air Wick, the UK’s leading air freshener brand, is very pleased to be promoting Air Wick Filter & Fresh through IPC Media, whose readership represent a great fit for the brand. Together we will be able to bring a fresh approach to delight consumers across a broad range of initiatives.”
Charlie Meredith, managing director, IPC Advertising adds: “IPC Media has unrivalled reach and knowledge of mass market women and we are delighted to be working with Reckitt Benckiser on this campaign. Ensuring that their homes are the best they possibly can be is a key priority for many consumers and this campaign allows them to share their thoughts and experiences, as well as sample the fragrances.”
The campaign was planned and bought by Zenith Optimedia. The inserts element of the campaign breaks end of October.
