Experiential campaign drives deodorant trial

Edited by the Marketingservicestalk editorial team Jul 13, 2007

Communicator has developed a 'scent-uous' brand experience campaign to drive trial and awareness of Palmolive's new Soft and Gentle Eden.

Palmolive's new Soft and Gentle Eden antiperspirant deodorant is a 24-hour body responsive formula that is infused with lightly fragranced exotic oils.

Targeting 18-24 females - a notoriously elusive bunch - the campaign will seek out its audience at music festivals and High Street shopping locations.

Specially created 'zones' will evoke a mini tropical paradise in places where target consumers might be in need of a moment's escape.

Called 'Eden Escape Zones', they will come complete with misting areas - to cool consumers down amidst the hustle and bustle - complementary massages and sun-loungers to help with relaxation.

The Palmolive Soft and Gentle Eden Escape Zones will be featuring at three key music festivals: T in the park, Glasgow (6- 8 July), T4 on the beach, Western Super Mare (22 July), and the V Festival, Staffordshire (18-19 August).

Female festival-goers will also be offered specially-produced 'Tent Scents' to hang in their own festival tent to ensure the atmosphere inside remains exotically fragranced across the festival.

The Palmolive Soft and Gentle Eden Escape Zones will be appearing in shopping centres in Birmingham (16 June), Leeds (23 June), Glasgow (30 June) and Sheffield (14 July).

Passionflower-scented fliers are being handed out at each event, offering the chance to win tickets to one of the music festivals in return for mobile and email contact details.

This activity follows on from the launch TV advertising that was broadcast from May, and is part of a multimillion-pound campaign on the Palmolive Soft and Gentle brand this year.

Kristina Porter, Palmolive Soft and Gentle Senior Brand Manager, said: "We knew from the start that BTL communications would play a crucial role in the launch of this product; Communicator has developed a really great campaign that gets to the heart of what Palmolive Soft and Gentle Eden is all about.

"Their creative approach and original strategy show that they have understood the target market perfectly - we're confident the activity will deliver great cut-through and clear product messages simultaneously.".