Why Your Air Freshener Smells Like a Baby's Bottom

Air Wick's Familiar Scents Line Includes Baby Magic Fragrance

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Does your air freshener smell like a baby's bottom?

If you bought Reckitt Benckiser's Air Wick's Familiar Favorites scents it might. The line is inspired by and licensed from products it doesn't own -- including Snuggle fabric softener, Baby Magic infant personal-care products and Cinnabon cinnamon rolls.

It was Sun Products, owner of Snuggle, who came to RB with the idea, said Tiffany Mclaud, marketing director-U.S. home care at RB. "Their fans are fanatical about the scent of Snuggle," she said, and were already trying ways of spreading the scent around the house. "We all thought what a perfect fit for us," she said, "so we set out to find other beloved brands and partners."

The idea is tapping into people's "memory scents" of pleasant. The Air Wick package copy for Baby Magic scented oil refills notes that "new moms describe the first few months with their baby as a 'shining golden moment' in their lives."

While it's still early since the launch late last year, Ms. Mclaud said RB is very pleased with initial market performance. A full integrated marketing plan led by Havas with help from Iris on display (the global creative account is part of a current multi-brand review) includes TV, online video, social media, search and display advertising.

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