04-09-2012, 05:10 PM
The Ambipur Brand
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The Ambipur Brand History
The first Ambi-Pur product was launched in 1958 in Spain, created by Javier Merelo de Barberá Sanroma under the
umbrella of Cruz Verde brand. Cruz Verde was a Spanish household brand selling a high variety of products, and
even in the 2010s is a well known brand in Spain because of the large tradition of innovation and advertising. Cruz
Verde was acquired in 1970s by the US multinational Syntex. Ambi-Pur differentiated from other Cruz Verde products
and became a brand with cellulosic products "Permanente" and aerosols. In the late '70s and '80s the brand
strengthening continued with new products, and a diversification of target uses.
In 1984, Sara Lee Corporation acquired Cruz Verde, and since then the brand developed innovative air fresheners
and started a roll out throughout Europe. It was the first brand launching a plug-in liquid air freshener, a toilet liquid
rim block and a liquid air freshener for Cars. After West Europe, the brand expanded through East Europe, Asia,
Japan and Oceania, and also in the US and Canada. Since 1990s to 2010, Ambi Pur has been among the top three
leading air freshner brands in Western European countries.
Procter & Gamble on 11th December 2009, Procter & Gamble announced the signing of a binding offer with Sara
Lee to acquire the Ambi Pur brand for USD. 470 million.
The acquisition of Ambi Pur strengthened P&G’s global leadership in Home Care and specifically Air Care by extending
their reach to serve more consumers in more parts of the world more completely. Ambi Pur is a business of over
$300 million in annual sales with a strong brand equity and complementary geographic presence to Febreze,
particularly in Europe and Asia. With this acquisition P&G becomes the #2 Air Care Company in the world and
Febreze/Ambi Pur becomes a P&G billion dollar brand, with potential to further grow.
Home-Freshners
Definition of the category: Includes any products that can be described / observed as an air freshener, specially
designed to remove odors in the air. It Includes products with scented solids that release a continuous fragrance,
and fragrant aerosol liquids that may be intermittently dispensed for instant freshness.
Inclusions: Solids and liquids including aerosols / sprays, Fabric Fresheners, Electrical / Battery operated deodorizers.
Exclusions: Skin deodorants / perfumes, Toilet Bowl Deodorizers, Car Perfumes, Refrigerator deodorizers, scented
Disinfectants and household cleaners, Cistern fresheners, Incense sticks, Candles, Dish deodorizers, Fragrance Oil.
Sub-Categories :
• Solids: Includes any products that can be described / observed as a solid non electrical tablet / block air freshen
er, containing a concentrated scent, and specifically designed to remove odors and continuously fragrance the air.
• Liquids: Includes any products that can be described / observed as non electrical liquid, containing a concentra
ted scent, and specifically designed to remove odors and continuously fragrance the air. Includes air fresheners
in aerosol cans / sprays.
• Gels: Includes products that mitigate unpleasant odors in indoor spaces in a gel form.
• Electrical: Rechargeable electric air-freshener – a device which is placed in a holder includes a case, a lid for
closing the case, each provided with openings for the perfuming vapor from an aromatic substance, which, by
means of temperature, releases aromatic essences it contains, situated inside the case.
• Conc. Sprays: A device which contains a refill placed into a dispenser which is neither electrical nor battery oper
ated. By using a press mechanism of the dispenser, the fresh air is released from the refill fitted into the dispenser.
• Automatic Diffuser: A device is provided for regulating and diffusing fresh air introduced into rooms, notably
rooms of dwellings and the device comprises a resilient strip positioned across a fresh air passage in an outer
wall.