Reckitt Benckiser is putting its biggest ever seasonal programme behind Air Wick in a bid to drive “significant sales” in the run up to Christmas.
A ‘Win a £5,000 Home Makeover’ competition is being backed by in-store merchandising and on-line activity, as well as a new £1.5m television and print advertising campaign.
Air Wick packs including winter fragrances Mulled Wine and Vanilla amp; Festive Spice are encouraging purchasers to go online to enter the main competition.
Meanwhile, repeat purchases offer the opportunity to win a variety of daily prizes that are linked to the build up to Christmas, including a £200 shopping spree, a case of Champagne, tickets to the Royal Albert Hall Christmas Festival and a Christmas tree.
A spokesman said: “Air Wick was the first player in seasonal fragrances and has continued to be a market favourite.”
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