Colgate India has partnered with Reed Pacific Media to sample the scent of their new MaxFresh Green Tea flavoured toothpaste at Point of Purchase within the Indian General Trade channel. The scent has been applied to shopper dockets as a flavour sampling tool to emulate product experience and drive purchase.
Reed Pacific Media custom developed the Green Tea fragrance to smell like the new toothpaste from the world’s leading brand in oral care. The specialist scented advertising agency was also the first to introduce the concept for a scented purchase receipt to the General Trade environment.
Tasneem Calcuttawala, Reed Pacific Media’s head of South Asia said: ‘This is an exciting first for India, introducing sensory communication to General Trade, which was traditionally reserved for Modern Trade. We are excited about our growth in India and the wider region.’
Scented advertising is a new innovation in the Indian market, allowing marketers to deliver a sensory experience to consumers. Fragrance sampling is a proven method for driving brand loyalty and achieving cut-through in a cluttered advertising market.
Reed Pacific Media is an Australian-based scented advertising provider that has recently entered the Indian market to help FMCG clients deliver sensory advertising campaigns to targeted consumers.
‘SureScent Incidental Touch Technology™ is a market leading fragrance sampling method and gives marketers freedom of format and confidence in the fragrance delivery. We are excited to be part of the fast growing Indian market which is providing us with opportunities to assist global brands in their communication with consumers’ says Doug McNamee, Business Development Manager for Asia