DCA help create Air Wick 'Filter & Fresh'

DCA has helped create Air Wick Filter & Fresh, the only air care product in the market that breathes in odours and breathes out fresh fragranced air.

DCA was responsible for the industrial design work in partnership with Reckitt Benckiser’s R&D and global design management teams to develop the device and structural packaging. DCA also worked closely with The Brand Union who developed the graphic branding.

The simple, elegant form explicitly communicates the key functional benefit without dwelling on the technology, allowing the device to sit comfortably in the home. This distinctive form expression is continued through the refill and structural packaging, making the system easy to navigate by consumers on the shelf.

Air Wick Filter & Fresh, which went on sale in the UK in September, is a completely new proposition from Reckitt Benckiser and will create a new ‘air revitalisation’ segment in the air-care market to drive category growth.

Reckitt Benckiser explained, innovation that meets consumer needs and drives usage is key to growth in the air care category. The new Air Wick Filter & Fresh offers huge potential for the category as it delivers on major unmet consumer needs – in tests 83% of consumers thought Filter & Fresh delivered a better fragrance experience than their current air freshener.

The new Air Wick Filter & Fresh device draws in air through a fan at the base, the air then passes through a filter and the malodour molecules are captured by the filter; air is then mixed with a premium fragrance and dispersed around the room. The result is fresher smelling air. Other products on the market just mask odours or chemically neutralise them, new Filter & Fresh filters the air to actually improve the fragrance experience.