- March 19, 2016
Clear Sakura Fresh is the first scented print newspaper advertisement campaign in Thailand!
Unilever Thai Trading, Mindshare and Dailynews have all partnered with Reed Pacific Media to deliver a scented print advertising campaign for the Clear Sakura Fresh shampoo. The campaign features NewsScent technology in a scented newsprint advertisement for the anti-dandruff shampoo. On Monday, 2 March 2015, readers can smell the Sakura Fresh fragrance with sakura flower extract on their Dailynews newspaper.
This is a media-first for Southeast Asia, and the first time a Reed Pacific Media NewsScent advertising campaign has been delivered in Thailand. Pras Hongladaromp, Brand Manager for Clear at Unilever, says the main selling proposition for Clear Sakura Fresh shampoo is the fragrance. Thus, it made sense to follow a fragrance sampling strategy via print advertising.
“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.
NewsScent: Scent Print Sampling Advertisements in Newspapers
An Australian study found that NewsScent 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 are glad to welcome Dailynews to their global network of approved NewsScent 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. It adds a sensory dimension to traditional advertising platforms to achieve unprecedented cut-through in an otherwise cluttered market”.
Client: Unilever Thailand
Learn more about our Scent Print Sampling solutions.
- scented advertising