The smell of freshly baked Hot Cross Buns wafts from JCDecaux and Adshel outdoor displays nationally. The scented displays are a special edition to Woolworths’ Happy Feaster campaign, to promote their range of Easter treats and drive consumers in-store. Reed Pacific Media custom developed the Hot Cross Bun fragrance to meet the brief.

This is an extension to Woolworths’ earlier work with Reed Pacific Media. In December 2012, Woolworths and Reed Pacific Media aligned with News Limited to deliver a series of scented full page advertisements in the mX Sydney newspaper.

In mX Sydney on 3 December 2012, a Woolworths ad was scented a Strawberries and Cream flavour to promote Woolworths’ activation of a strawberries and cream scented wall outside their supermarket at Sydney’s Town Hall.

Then, in mX Sydney’s annual Christmas issue on 5 December 2012, another Woolworths ad carried a Christmas Cake scent to encourage shoppers to purchase their Christmas ingredients from the grocery store.

Marketing manager at Reed Pacific Media, Doug McNamee, said: “Reed Pacific Media is very excited to have partnered with Woolworths again, for another exciting scented advertising project. Everyone loves the smell of hot cross buns, so it’s a real treat to bring the aroma to life for Woolworths’ Happy Feaster campaign.”

reedpacific2 from Joel Stillone on Vimeo.

Check below for more info:

BandT.com.au

Adnews

Monday December 3, 2012

News Limited and Woolworths have partnered to launch a series of scented advertisements being rolled out this week.

In today’s mX Sydney, a full page Woolworths ad will be scented a strawberries and cream flavour to promote Woolworths’ activation of a strawberries and cream scented wall at Sydney’s Town Hall.

In mX Sydney’s annual Christmas issue on Wednesday, a full page Woolworths ad will carry a Christmas cake scent to encourage shoppers to purchase their Christmas ingredients from the grocery store.

The general manager sales – News Australia Sales, Neil Robinson said of the unique newspaper execution: “At News, we continually work toward producing the most innovative and creative campaigns for our customers.

“With Woolworths, we are showcasing another new dimension to advertising in print as well as a new multi sensory experience for consumers, which can only aid impact and recall,” Mr Robinson said

Woolworths worked closely with News’ production team and Reed Pacific Media to create the scents that will appear in mX this week using NewsScent Technology.

Marketing manager at Reed Pacific Media, Doug McNamee, said: “Reed Pacific Media’s NewsScent technology gives unprecedented scent performance on newsprint which will revolutionise the use of print media in Australia and add a dynamic element for advertisers. RPM is extremely excited to have partnered with News and Woolworths to bring this to the market.”

Woolworth’s Head of Own Label Brand Matt Cole said: “We want the smell of Woolworths Select Christmas Pudding to evoke feelings of joy and kickstart the excitement over the arrival of Christmas. We’re excited to be part of this new innovation and bring holiday cheer to people everywhere in Sydney.”Mr Robinson added: “There is huge scope and flexibility in print advertising and we are thrilled to be partnering with Woolworths for this fantastic, innovative campaign.”

This is an exciting campaign as it brings high fragrance propositions to the Indian market, which has a difficult aromatic landscape and the point of consumption. It takes a strong and dominate fragrance sampling method to get cut through in exploding consumer market.

For more info and enquires email. india@reedpacificmedia.com

Reed Pacific Media produced scented POS Materials which tie in beautifully with the campaign and the flavour of the new range of products.

‘Batiste Dry shampoo banishes oily roots, giving dull, lifeless hair the makeover it needs without any water. A burst of Batiste not only refreshes hair, but leaves it full of body and texture too. So whatever last minute plans come up, you can grab life by the hair.’

Utilising the indulgent Blush fragrance Reed Pacific Media created a magazine campaign featured in the October issues of Shop til you Drop and Cleo. 

You’re invited to smell fabulous, Reed Pacific Media team up with Channel 5 to help translate Fab’s 2011 TVC for the fragrance temptations range into an Alluring Direct Mail campaign. Creating a beautiful high end scented invitation to try the newest variant in the line Fab liquid Detergent. It is a beautiful campaign which features a fabulous fragrance!

One of our more delicious smelling campaigns for 2012 was the Airwick Sensation Station brochures produced in conjunction with Momentum World Wide in Sydney. The Vanilla & Caramel Swirl and Gingerbread & Shimmering Spice fragrances are beautiful and are a fantastic representation of the New Airwick Multicolour fragrance range.

Reed Pacific Media have developed lipstick sampling technology which vividly presents lipstick colours, formulations and finishes in the best light. Using liquid patch methodology Reed Pacific Media can place lipstick samples on a large amount of media including magazine inserts and point of sale materials.

You can fully customise your lip seal packaging with 4 colour artwork on the packaging seal, and may be placed on a large amount of paper and packaging stocks.
Appropriate for:

• Bound Magazine Inserts
• Direct Mail Cards
• Catalogue inserts
• Packaging
• POS Materials
• As well as other formats.

Contact us for more information 

The result was mouth watering….

Reed Pacific Media Scented BBQ Beef Campaign .

As usual, we equip the Just Be girl with ideas on fragrance, fashion and beauty. In amongst the lessons you’ll find neat shopping guides, the subtle brilliance of black chic, the vintage hues of 5th Avenue, the hidden fashion districts of Paris and some great ideas for getting your home looking as smart as you do.

The summer beauty and Just Be cover girl, Miranda Kerr, shares her beauty tips exclusively with our readers. We reveal how she keeps her gorgeous, glowing skin in such fresh condition all year round. Photography inspiration is brought to life in our 12-page ‘In Shades’ editorial, shot by renowned Australian photographer, Julie Healy and features London model, Kathleen Burbridge. Pete Azzi’s ‘Backstage’ beauty shoot with Sarah Stephens is something to write home about and Nick Blair’s soft monochrome campaign also features within this jam packed issue. In our fragrance section, we travel through time with our reminiscent perfume pieces and have some fun with our girl/boy dialogues that will get you nodding. We have priceless perfume tips by Joanna Barry as she takes us through the day and night in perfume ‘dressing’ – from feeling fresh to feeling sexy, Just Be has you covered.

Beauty is not forgotten in this fragrance mag, with out beauty editor, Nadia Stennett, filling you in on nail colours for summer and the power of the elusive, smokey eye. Plus, our exciting summer body secrets will get you feeling great for the warmer months.

Opposites attract in our black and white issue, to inform and inspire the Just Be girl. She dares, she’s creative, she’s unique and she isn’t afraid to Just Be.

On sale Nationally November 9th