I am late to discover this news, but it has really blown my mind….Ambi Pur National Geographic air fresheners. Excuse me while my mind explodes.

As a geography student I grew up with the National Geographic as my source of inspiration. I implicitly trust them to be the experts on the world around me; giving me indepth detailed understanding of the latest ecological disaster or archaeological find. All with fabulous images on sensuous glossy paper. I am a Nat Geog advocate.

But Ambi Pur is not for me. I doubt I will ever buy a Japanese Tatami or Nevada Desert Flower plug-in or candle, no matter how glossy the photography. I’m just not into air fresheners. But, despite my category rejection I am intrigued as to how this brand tie-in was born. To me it smacks of one of the ideas that might emerge from a Brand Marriage exercise from an Innovation workshop… usually then never to see the light of day!

Taking two unrelated brands, colliding them and seeing what happens is a great technique which throws up all sorts or creative product/service/brand innovations. But I can’t help feeling that the target markets for the two brands are too mutually exclusive to drive massive volume. Still, a massive brand partnership coup for Ambi Pur.