- March 19, 2016
Impulse is First Fine Fragrance in Aerosol
For the launch of the ‘first fine fragrance in an aerosol,’ Impulse aimed to position their product alongside fine fragrance competitors such as Chanel and Dior. Reed Pacific Media made the recommendation to sample the Impulse fragrance in 2ml fragrance sample vials in magazines. This strategy mimics the sampling strategy of a fine fragrance, but with an aerosol spray. Then, the fragrance vials were inserted into ELLE and Marie Claire magazines and distributed 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 & New Zealand 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
Learn more about Fragrance Sampling solutions.
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