Unilever Thai Trading, Mindshare and Dailynews have partnered with Reed Pacific Media to deliver a NewsScentTM scented newsprint advertisement for Clear Sakura Fresh anti-dandruff shampoo. On Monday, 2 March 2015, readers could smell the Sakura Fresh fragrance from Clear with sakura flower extract on their Dailynews newspaper.
This is a media first for Southeast Asia and the first time a Reed Pacific Media NewsScentTM campaign has been delivered in Thailand. Pras Hongladaromp, Brand Manager for Clear at Unilever, said the main selling proposition for Clear Sakura Fresh is the fragrance, so it made sense to follow a fragrance sampling strategy. “Scented newsprint is a great way to sample the fragrance to a mass market and offers a more cost-effective alternative to traditional sampling methods,” said Hongladaromp.
An Australian study found that NewsScentTM technologies have a profound impact on recall and brand cut-through, with:
- 90% of respondents indicating that the ad stood out;
- 79% thought it was different to what they had previously seen;
- 67% said that it was fun;
- 59% agreed it was an ad that made them stop and look
(Gfk Advertising Effectiveness Research, 2014).
Reed Pacific Media is a specialist Scented Advertising agency at the forefront of fragrance sampling innovation, using scent technologies to deliver strong fragrance across a variety of media including print, point of sale, outdoor, cinema and experiential. After launching into Southeast Asia in 2013, the company has delivered scented advertising campaigns in Thailand, Singapore, Malaysia, Indonesia, Philippines, Vietnam, Myanmar and Korea. Reed Pacific Media are glad to welcome Dailynews to their global network of approved NewsScentTM partners.
Leah Callon-Butler, Business Development Manager for Asia, said “the sense of smell is an extremely powerful and under-exploited tool for consumer engagement, adding a sensory dimension to traditional advertising platforms to achieve unprecendented cut-through in an otherwise cluttered market”.
Client: Unilever Thailand