Daz Launch Focuses on the Fragrance

London 6th May 2003. Procter & Gamble's launch of a new fragrance variant of Daz laundry powder is being supported by an innovative promotional campaign featuring the fragrance. The household name brand will be available in a limited edition 'Citrus Blast' fragrance. The fragranced promotional campaign is being delivered by The Aroma Company using their AromaRelease™ technology.

Simon Harrop, Managing Director of The Aroma Co says, "P&G are very innovative in the way they want to communicate with consumers. AromaRelease" perfectly answered the brief for one of the most creative POP campaigns in the laundry sector in recent years." AromaRelease™ uses the product's own fragrance in the printing process to create scented marketing collateral. Simon Harrop says "Like many products, the new Daz fragrance is obscured by the packaging. Consumers want to know what their laundry will smell like and this campaign gives them that information in a clean, simple and interactive way."

The flexibility of the technology means a variety of fragranced items have been specified for this campaign including:

Promotional pocket tissues - seven white 2 ply facial tissues fragranced with the 'Citrus Burst' aroma.
Fragranced tip leaflets - die-cut leaflets replicating the packaging with a pull-tab to release the brand fragrance.
Shelf-edge cards with fragranced shopping lists - attached to the shelf strip carrying the Daz branding. Consumers are invited to tear off a sheet of the fragranced note pad to use as a shopping list in-store.

The campaign will be in supermarkets across the UK, including Sainsbury's, Somerfield and Safeway from the end of April.

The technology being used by the Aroma Co to re-create a brand scent and impregnate marketing collateral is a technically advanced version of 'Scratch and Sniff'. Millions of miniscule fragrance globules are applied to a surface and only released when the item is handled. This technology can be used for direct marketing, point of purchase marketing and incentive marketing as an added sensory touch point with customers to heighten brand awareness.

About The Aroma Co

The Aroma Company is the UK's leading provider of communication solutions for brands with a fragrance. Working with clients such as Procter & Gamble, Sara Lee, Reckitt Benckiser and S C Johnson, The Aroma Co specialise in promotions through smell - communicating a key brand characteristic and providing consumers with product information in an engaging and interactive way. With a range of award-winning innovative solutions including Poparoma® and the AromaBox™, The Aroma Co have turned this cutting-edge field of marketing into an effective communications tool delivering results at point of purchase, on packaging, mail, literature, and in the air at launches and roadshows.

For more information please contact

Val Lord
The Aroma Co.
Tel: 01491 835510
Email: val@aromaco.co.uk