P&G triggers olfactory response

Singapore - Procter and Gamble (P&G), with the help of Zenith Optimedia, has rolled out an experiential campaign for Clariol Herbal Essences on JCDecaux's network.

Targeted at females in their late teens and twenties, the eight-week long campaign is running on cinema screens as well as stickers in the female washrooms' mirrors at Cineleisure.

The campaign marries visual and olfactory communication by infusing Herbal Essences' scent in the female washroom of the Cathay Cineleisure. The objective of the campaign is to introduce and drive awareness of the total reinvention of Herbal Essences, which includes an enhanced formula of the product as well as donning a brand new sleek blue packaging.

"Essentially, the rationale behind the creative execution was to create touchpoints that draw out the target audience sensorial experience with Clariol through fragrances, natural ingredients, fresh new packaging and the resultant look of luscious tresses," Aubrey Young, media manager at P&G ASEAN, said.

Herbal Essences re-launched campaign debuted this August with TVCs as well as JCDecaux Islandwide network of posters on bus shelters, and will run through to end of the year.