The campaign, created by Grey Group, wants to use scent to trigger emotions
Proctor & Gamble’s brand Downy has marked its entry into China with an innovative gadget, which uses text messaging to promote their fabric softener products.
The Proctor & Gamble-owned brand partnered with a digital scent technologist in Japan to choose 100 frequently texted words to act as keywords to trigger one of the three scents built into a small device that then disperses those scents.
The campaign, created by Grey Group, wants to use scent to trigger emotions, as well as promote Downy’s , in-wash scent booster Unstoppables as one of the most popular in-wash fragrance beads. It also wanted to change the perception that text messaging, while popular, is cold and is toneless.