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Philadelphia ad agency Red Tettemer & Partners is reverting to the old 'sex sells' strategy (and taking pages from Old Spice and Charisma's playbooks) with their new campaign for Renuzit's Fresh Accents air fresheners. Pec-baring men are hawking the new designer air fresheners in 'After The Rain' and 'Rasberry' scents.
Titled "Hello Gorgeous," one of the most famous cinematic quotes in history from Barbra Streisand in Funny Girl (see below)...
...the campaign includes print, outdoor and online ads tagged “the first air freshener designed to look as great as it smells.”
The ads carry headlines like “Look at this gorgeous air freshener next to this gorgeous man” and “Now that is gorgeous and the man is not so bad either.” A 'Gallery of Gorgeousness' on Facebook allows you to share the following black and white photos of hunky guys posing next to the colored product.
The goal is to offer the buyers of air fresheners, who are primarily women ages 25 to 54, an “attractive” product that “fits into the home, something she wants right out there on the living room table” rather than hidden on a top shelf, says Eric Schwartz, general manager for laundry and home care at the Henkel North America unit of Henkel in Scottsdale, Ariz.
“If there’s one thing that gets the attention of the magazine reader, the online reader, in the cluttered, mundane world of air care, it’s attractiveness,” he adds. “It’s core to what consumers want to buy and use in the home.”
Stuart Elliot reports for the New York Times that the campaign for Renuzit Fresh Accents, has a budget estimated at $5 million.