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Keeping things fresh indoors
The Letter Corporation recently teamed up with Procter and Gamble to create awareness for the launch of Always Fresh. The brand image of freshness was conveyed both through print communications and the use of olfactory senses.
Procter and Gamble, in conjunction with Kwenda Marketing, commissioned TLC to leverage the change room billboards with the use of scent dispensers in the change rooms. This dispenser continuously dispersed a pleasant scent similar to that of the feminine protection range in order further enhance the key benefits of the product.
The Always campaign was flighted for a limited time in the fitting rooms of 200 Jet Stores in Johannesburg, Cape Town, North West, Pretoria and Durban.
The ad also invited women shoppers to enter an SMS competition with a possibility of winning a pamper party for themselves and a group of friends. Respondents were also directed to tune into Metro FM on Saturdays, where winners were announced.
