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

Most of us have fond memories of food from our childhood. Whether it was our mom’s homemade lasagna or a memorable chocolate birthday cake, food has a way of transporting us back to the past.

— Homaro Cantu