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Does your air freshener smell like a baby’s bottom?

If you bought Reckitt Benckiser’s Air Wick’s Familiar Favorites scents it might. The line is inspired by and licensed from products it doesn’t own — including Snuggle fabric softener, Baby Magic infant personal-care products and Cinnabon cinnamon rolls.

It was Sun Products, owner of Snuggle, who came to RB with the idea, said Tiffany Mclaud, marketing director-U.S. home care at RB. “Their fans are fanatical about the scent of Snuggle,” she said, and were already trying ways of spreading the scent around the house. “We all thought what a perfect fit for us,” she said, “so we set out to find other beloved brands and partners.”

Continue reading at AdAge.com