Smell familiar? 20 Spray May 2014 Reckitt Benckiser’s Air Wick brand launched the Familiar Favorites Collection, inspired by scents of established brands Snuggle fabric softener, Cinnabon cinnamon rolls and Baby Magic bath products. Snuggle Fresh Linen uses a fragrance blend of clean laundry, sunshine and white flowers for a fresh linen scent. Cinnabon Classic Cinnamon Roll offers a warm aroma of freshly baked dough, cinnamon and cream cheese frosting. Baby Magic Clean Baby has the soft scent of baby powder and spring blossoms. “Scent has the power to evoke a unique sense of comfort when you surround yourself with fragrances you know and love,” said Domenick Tiziano, Senior Brand Manager, Reckitt Benckiser. “We’re thrilled to be partnering with three of America’s most recognizable and beloved brands for this new collection so consumers can enjoy the comforting scents they love at home anytime.” This is not the first time a major air care marketer has cross-branded to appeal to consumer’s brand loyalty or even nostalgia, as P&G’s Febreze air refresher previously launched room sprays featuring the scents of two other P&G brands—Gain laundry detergent and Downy fabric softener. Both Gain and Downy, reciprocally, now also feature the Febreze scent in their respective products. In Reckitt Benckiser’s case, however, the Familiar Favorites scents and names are being used under license, as Snuggle is owned by Sun Products Corp. and Baby Magic is owned by Naterra International, Inc. The Familiar Favorites Collection is available as Air Wick Freshmatic Automatic Spray refills and Air Wick Scented Oils. Berry Plastics manufactures the overcap, Ball supplies the can and Summit supplies both the valve and actuator. SPRAY Air Wick cross-brands with popular favorites to launch a new line of room fresheners
SprayMay14
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