October 26, 2012
IPC Media has secured a significant deal with Reckitt Benckiser to promote Air Wick Filter and Fresh across six brands in the IPC Connect portfolio - Chat, Pick Me Up, Woman, Woman's Own, Woman's Weekly and Goodtoknow.
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 UKs 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 says: "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.
The deal was led by Jeanette Walker from IPC Creative Media, along with Amanda Henderson, IPC Key Accounts and Jessica Clifton, IPC Digital.
About IPC Advertising
IPC Advertising offers clients and agencies access to IPC Media's unparalleled range of over 60 brands. Our diverse print and digital portfolio offers something for everyone, with a focus on three core audiences: men, mass market women and upmarket women. As well as offering clients advice and expertise on maximising the impact and effect of advertising, the team also offers in-depth insights into the core audiences that our titles reach.
For further information contact:
Anna Foster, group head of PR
Tel: 020 3148 5406 or email firstname.lastname@example.org