Reckitt Benckiser Launches Air Wick Car Air Fresheners in Partnership with Winplus

Air Wick® Air Fresheners for the Car to Debut in Early 2008

LAS VEGAS--()--Owner of market-leading brands such as Air Wick®, Lysol®, Clearasil® and Woolite®, Reckitt Benckisers partnership with Winplus, a global leader in the automotive accessory industry, has resulted in an exciting and innovative range of automotive air fresheners.

Combining Air Wick excellence as the air freshener specialist with Winplus expertise in car accessories in their specific markets, this agreement has led to the creation of a new Air Wick range of car air fresheners. The complete product offering uses state-of-the-art technology and will set a new benchmark for automotive air fresheners. Winplus will offer five different types of Air Wick branded products, including card, solid, capsule and three styles of vent-membrane fresheners with range available in five different scents. New innovations in the Air Wick auto-aroma category are promised for spring 2008.

Target and Wal-Mart will carry the Air Wick auto-air fresheners at launch, as will specialty automotive retailers throughout the continent.

We are thrilled to be the sole North American distributor and licensee of such a well-known and respected brand as Air Wick®, said Dan Sheehan, founder and CEO of Winplus North America. Our introduction of Air Wick into the automotive market is consistent with Winplus mission to provide our customers with innovative products that integrate technology and convenience with sophisticated design.

Reckitt Benckisers strength has always been its close consumer relationship and unique understanding of customers which has allowed Air Wick® to grow over the years into a much loved brand, said Kevin McFarthing, Reckitt Benckisers Global Director for Strategic Alliances. We believe that our fragrance technology experience combined with Winplus innovative approach to the automotive marketplace is a winning proposition for our consumers.

Air Wick is sold in more than 60 countries, and is #1 in its category across the top 20 world markets. It launched its auto-aroma product line in Europe in March 2007.

TLC, Reckitt Benckisers brand licensing agency in North America and Europe, has overseen the development of this relationship as part of a strategic brand extension program they have been retained to develop for the Reckitt Benckiser brands.

About Winplus

Headquartered in Los Angeles, Winplus is a global team focused on adding innovation and style to automotive accessory products. Winplus is a global marketer, manufacturer and wholesaler of quality products including: hands-free mobile Bluetooth technology, air fresheners, seat covers, floor mats, decorative lighting, holders and storage items. The range is constantly expanding to offer a variety of choice for the most discerning of road travelers. The Yada Collection is Bluetooth, FCC, IC and CE certified. Visit Winplus online at www.winplus.com.

Reckitt Benckiser, the worlds number one in household cleaning products (excluding laundry), also has a major presence in health and personal care. A truly global company, Reckitt Benckiser has sales in 180 countries and employs more than 20,000 people around the world. The company has over 60 operating companies and 40 manufacturing facilities worldwide. For more information about

Reckitt Benckiser, please log onto www.reckittbenckiser.com.

About The Licensing Company

A global licensing agency that specializes in creating long-term strategic brand extension programs for some of the worlds top brands. The Licensing Company was established in the UK in 1996 with the goal of providing sensational results for its clients. Through its four strategically placed offices, New York, London, Tokyo and Paris, TLC currently boasts over 2,000 live licensee contracts, more than $1 billion in retail sales, 32,000 product lines and access to over 80% of the worlds consumer marketplace. Along with Reckitt Benckiser (Lysol, Woolite, Air Wick, Resolve, Veet and Clearasil), TLC represents Beam Global Wine & Spirits (Courvoisier, Jim Beam, Sauza and Makers Mark), Jelly Belly Candy Company, UMBRO and Hearst Publishing (Cosmopolitan) to name a few.

Contacts

Reckitt Benckiser
Jeanne OConnor, 973-404-2730
Strategic Alliance Director
jeanne.oconnor@reckittbenckiser.com
or
mPRm Public Relations (for Winplus)
Michelle Rudolph, 323-933-3399
mrudolph@mprm.com

Contacts

Reckitt Benckiser
Jeanne OConnor, 973-404-2730
Strategic Alliance Director
jeanne.oconnor@reckittbenckiser.com
or
mPRm Public Relations (for Winplus)
Michelle Rudolph, 323-933-3399
mrudolph@mprm.com