Our client TRO was tasked to build awareness of Ribena’s new tropical flavours and drive sales via a nationwide sampling campaign. They built a bright and vibrant Ribena branded
Wow, quite a headline if you are a media buyer or a brand planner! Makes you think doesn’t it?
In truth we’re not comparing like with like here but in the context of choosing the right marketing mix, why don’t more brands – especially personal care, homecare and food & beverage – spend far more of their budget on fragrance activation in store? It’s a damn good question.
It brings us great pleasure to have our founder – Simon Harrop – write a guest blog for us. Simon founded The Aroma Company in 1993 and now helps brands to build relationships with consumers, across multiple senses.
London saw in 2014 with a multi-sensory bang and The Aroma Company were proud to play its part!
In this world first, thousands of people at once, had all five senses catered for by a host of special effects.
To accompany the hugely popular and stunning annual fireworks display 100,000 people, in key areas along the Thames, received multi-sensory packs.
Featured inside were the Aroma Company produced scratch ‘n’ sniff programmes.
Caressing the “Touch to Smell” aroma panels, while the corresponding coloured display exploded, allowed people to smell the fireworks as well as see them!
The Aroma Company’s Touch to Smell is a modern day scratch and sniff, used to create scent solutions in print.
The multi-sensory packs also contained LED wristbands (that pulsated in time to the music) and seven kinds of fruit-flavoured sweets that again, related to the multi-sensory display.
In another area along the Thames, another 50,000 revellers could see, smell and taste clouds of apple, cherry and strawberry scented mist, experienced peach snow, could pop enormous floating bubbles filled with orange smoke and also enjoy edible banana confetti (another world first).
For those not able to make it into London a free app allowed people at home, an augmented reality experience synchronised with the firework display.
Val Lord said: “It’s always exciting to be involved in projects where the senses are of paramount importance to an event’s experience. Incorporating the sense of smell is extremely powerful in building engagement and creating lasting memories with attendees. Scent marketing continues to be an industry which we have been at the forefront of for over 20 years”.
The multi-sensory fireworks display was proudly presented by The Mayor of London in partnership with Vodafone and “Vodafone Firsts” – a new global brand engagement strategy. “Firsts” focuses on a simple concept: that Vodafone’s technology and connectivity can enable and inspire people to do something amazing for the first time, from making their first call to sharing their first video.
Boris Johnson, The Mayor of London, said: “A spectacular display of pyrotechnics that you can taste and even smell! Where else but London would you get such an experience? Whether you are getting a sensory overload along the river, or having your new year reality augmented at home, our partnership with Vodafone is creating a fantastic first for London, one that will help kick off 2014 in magnificent style.”
Martin Green, Head of Brand Engagement at Vodafone and the former Head of Ceremonies for London 2012, said: “We are delighted to work with the Mayor of London to bring a fantastic experience to Londoners for the first time and to use Vodafone’s technology to bring the excitement of the world’s best fireworks display in to people’s living rooms.”
Among those who have been involved in the months of planning for the display and the multi-sensory packs, were food art company Bompas and Parr (famous for its spectacular dining events and elaborate jellies), and Vodafone’s global “firsts” brand strategy agencies, Wasserman, AKQA, Rainey Kelly Campbell Roalfe/Y&R, and Ogilvy London.
Think we could assist you and your brand promotion or event? Call on +44(0)1491 835510 or email us firstname.lastname@example.org
Anyone browsing through the January 2014 edition of Glamour magazine will come across a blue advertising insert.
So “what’s been surprising Glamour readers” and hiding behind the glossy gatefold?
Head & Shoulders of course!
And what’s so special about this advert? It’s not just the anti-dandruff properties that are being highlighted, but the glorious aroma – a key product attribute that provides washed hair with an unexpected and “surprisingly good” aroma of Fresh Apples.
Head & Shoulders have used The Aroma Company’s Touch to Smell technology, to create an engaging advert allowing readers to sample the lovely Apple Fresh aroma. Available as a shampoo and conditioner, the fresh burst of green apple scent leaves hair irresistibly fragranced and up to 100% dandruff free (visible flakes from 2 feet with regular use).
Why choose to advertise in Glamour?
Head & shoulders conducted a product trial through Glamour’s Insiders (an exclusive online community for readers of Glamour magazine and users of glamourmagazine.co.uk , run by Glamour and its publishing company Condé Nast Publications Ltd).
91% of Glamour readers said Apple Fresh made their hair smell amazing (survey of 1,196 Glamour readers Sept 2013). Beauty bloggers have also been raving about the product’s aroma “I loved the smell of this shampoo, clean and fresh…. The apple was a refreshing change to all the mint shampoos out there.”
The reason Head & Shoulders can make hair smell so great? New “Scent Burst Technology”, a creation with higher levels of top notes that literally burst to life when they come in to contact with water.
The Aroma Company’s Touch to Smell is a modern day scratch and sniff, used to create scent solutions in print. The advert, designed by Saatch & Saatchi, needs to be touched to release the Apple Fresh fragrance. It gives the reader a perfect rendition of how their hair would smell after using the Head & Shoulders product.
The Aroma Company printed and finished the advert, before it was bound into the Glamour magazine. The Touch to Smell printing application allows the extension of the Head & Shoulders scent technology from the product, into advertising – enticing more people to try the surprisingly good smell of this hair care product.
Val Lord from The Aroma Company said “This project has been really interesting from start to finish. Ensuring that the aroma of brand is perfectly represented, to working with Saatchi & Saatchi to establish a final gatefold design that presented all the desired key brand messages. We’re really happy with the final result”.
The Aroma Company offer a full fragrance printing service. Have a printed item in mind; not just magazine advertising? Give us a call on +44 (0)1491 835510. We’d love to chat through your ideas.
Want to know more about the benefits of scented magazine advertising? Read our blog post:
What a great night at the Pure Beauty Awards 2013! Champagne reception, a scrummy three course meal, Rick Edwards of E4 fame presenting the awards and, of course, an evening celebrating the best beauty launches of the past year.
Attendees included Katie Price and Lauren Goodger, who both picked up awards for products launched this year (Kissable and Lauren’s Way Lashes respectively). All the award winners can be viewed here.
The Pure Beauty Awards allowed us to remind beauty care brands that where the fragrance of their product is a key selling point, our portfolio of solutions can be tailored to their promotional and communication needs to create a bespoke, engaging and beautifully scented campaign.
We also had the privilege of assisting our fellow sponsor, P&G Prestige, to demonstrate their entrant to the Best New Male Fragrance category; James Bond 007 fragrance for men.
Rather than use product demonstrators to spray attendees upon entry to the awards, our aromacobox diffuser was used to create a zone of scent.
Together with branded banners, the aromacobox enabled the 007 scent to be sampled without the need for supervision or interaction. Upon entering and leaving the Savoy’s ballroom, the attendees experienced and were reminded of the James Bond 007 fragrance brand. A great example of Scent Media!
The Aroma Company – aroma and scent marketing specialists. Getting your brand closer to the consumer through engagement, enhancement and education.
Think we could assist you and your brand? Call on +44(0)1491 835510 or email us email@example.com