-By Elaine Wong

Procter & Gamble's Febreze today kicked off two new pet odor-eliminating products, as well as a print and online campaign to support the launch.

The Febreze Candles Pet Odor Eliminator (an odor-neutralizing candle) and Febreze Noticeables Pet Odor Eliminator (scented oil) have been added as product extensions to P&G's existing fabric fresheners and Air Effects for pets. Print ads for the line will run in August issues of Family Circle, Country Living and People. Tagline: "Send pet odors packing." Grey, New York, handles.

Scott Beal, P&G's Febreze brand manager, said the extensions complete the brand's pet portfolio. Febreze first ventured into the pet category in 2006 with the launch of Febreze Fabric Refresher Pet Odor Eliminator. An Air Effects version, sporting the line's signature blue packaging, followed two years later.

"It's been a part of our goal to deliver the air freshening experience in whatever form our consumers prefer," Beal said.

To promote the launch, Febreze is sponsoring online pet community Dogster.com's Adoption Zone. The partnership, which targets new pet owners and potential adopters, offers a free digital gift for the site's users. The gifting component—a pet collar similar to virtual gifts offered on social networks like Facebook—debuted on Friday, and by day's end, 70,000 of the pet collars were given away, said Dena Martini, senior account executive at Manning Selvage & Lee, New York, the agency that worked with P&G on the launch.

"Pets have been a really great fit for us," said Rachel Drof, assistant brand manager at Febreze, adding that internal research found that 56% of consumers purchasing Febreze owned a cat or a dog. "For us, it was a great fit in the sense that we found that having a pet is the number one life-changing event for [consumers] and it drove consumers to seek out solutions for air care."

Additionally, for a limited time, Dogster.com members can log onto the site and receive a complimentary sampling of the Febreze Pet Odor Eliminator line.

In creating the new fresheners, "We picked scents that were preferred by dog and cat owners," Dorf said. The candle emits a light, clean scent, while Noticeables alternates between emitting an odor eliminator and fresh scent every 30 minutes.

Spending for the campaign was not disclosed. P&G spent $64,000 advertising Air Effects January-May of this year (excluding online), per Nielsen Monitor-Plus.