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.

 

Source: Downy wants you to send text messages with a scent – Media Marketing

Random sensory quotes

“If facts are the seeds that later produce knowledge and wisdom, then the emotions and the impressions of the senses are the fertile soil in which the seeds must grow.”

— Rachel Carson