The product claims to have an "electronic nose" that can detect changes in the atmosphere and automatically activate its air-freshening mechanism.
National TV and press ads by Euro RSCG, supported by online, PR and point of sale activity will run until Christmas. It will use the strapline "Something in the Air Wick".
The campaign is part of a £10m marketing spend by RB this year on the Air Wick brand.
The product is available in two sizes, standard and compact, and will replace the AirWick Freshmatic iMotion product. It will be available in six fragrances including cool linen and white lilac, and mulled wine and cinnamon apple.
Stefan Gaa, RB UK head of marketing, said: "This one of the most exciting products we have ever launched, in any sector, and is so far ahead of current products on the market that it creates a while new category of air care.
"We believe the product will make simple motion detection air fresheners redundant. This development underlines RB's whole ethos of not just growing our brands, but also whole sectors, through exceptional and constant innovation. Not just meeting but exceeding consumer expectations."
Last week, RB launched a new campaign for Vanish, the stain-removal brand, featuring 1990s pop star Chesney Hawkes.
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