P&G aircare brand Febreze is rolling out a product upgrade and packaging refresh across its premium car range.

The changes include an improved shelf life from the current 60 days to 70 days, while a switch to blister packs is designed to create better impact on-shelf and allow consumers to easily select the design that they feel best fits into their car. Stronger designs include clearer differentiation between products aimed at male and female consumers.

As well as the additional longevity which is a key reason why consumers will pay more for a car freshener a new intensity control allows users to ensure the scent isn’t over-powering.

The refreshed Febreze Car portfolio will be marketed under a new strapline, ’Eliminate odours and bring the fresh air in’.

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