For the launch of the “first fine fragrance in an aerosol”, Impulse aimed to position their product alongside fine fragrance competitors such as Chanel & Dior.
Reed Pacific Media made the recommendation to sample the Impulse fragrance in 2ml fragrance sample vials, mimicking the fragrance sampling strategy of a fine fragrance.
The fragrance vials were inserted into ELLE & Marie Claire magazines in Australia & New Zealand.
“Our brief for Impulse was to promote Impulse as a perfume in a spray; working with Reed Pacific Media we developed vials of fragrance which were placed in key magazine titles across Australia & NZ to encourage trial amongst our target audience. The vials were also used with sampling teams in the key retailer Priceline. The vials were really well received and enabled us to successfully answer our brief and position ourselves alongside other fragrance brands in the market.” – Madelaine Wigham, Business Manager, Mindshare Sydney.
Client: Unilever Australia