Procter & Gamble has introduced a limited edition Citrus Blast option to its Daz range ­ the brand's first new variant for 10 years.
It is backing the newcomer with a £3m campaign set to include TV, radio and outdoor ads and instore support in the form of scented giveaways, such as car fresheners.
The new fragrance follows a switch in the brand's advertising last month, when the famous doorstep challenge was ditched in favour of soap opera-style commercials.
In store this week in powder and tablets, Citrus Blast will launch with a 33%-extra-free promotion while stocks last. Trade marketing manager Jolyon Hennings said he expected the new variant to bring "significant incremental growth".