Mindshare, Reed Pacific Media and Dailynews Thailand partner to deliver first scented print ad for Clear Sakura Fresh anti-dandruff shampoo

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Daily news_R7.jpgUnilever Thai Trading, Mindshare and Dailynews have partnered with Reed Pacific Media to deliver a NewsScent scented newsprint advertisement for Clear Sakura Fresh anti-dandruff shampoo. In the paper today readers can smell the Sakura Fresh fragrance from Clear with sakura flower extract on their Dailynews.

This is a media first for Southeast Asia and the first time a Reed Pacific Media NewsScent 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 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; and 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.