© 2017 by Teresa Filipe Lopes

STRATEGY_ADVERTISING

P&G

_NEOBLANC

Creative Lead | Creative Strategy

A fragrance that any woman would like to wear. Except it is not perfume, it's bleach.

distinguish

a bleach from

the traditional household noise, focusing on a sophisticated feminine target.

Bleach is usually associated with a strong unpleasant smell and irreparable splashed on special tops. Neoblanc "Denso-Perfumed" is a thick fabric bleach that has no risk of splattering, nor the harsh smell. The client was focused on 'safety', being a 'splatter free' bleach. We had a slightly different idea.

 

The strategic approach was to distinguish a bleach from the traditional household noise, focusing on a sophisticated feminine target. The aspirers would follow.

 

This was accomplished by supporting the campaign in its beautiful new floral scent, "sell it" as a perfume and place it on premium feminine magazines.

 

As women are particularly wired to the olfactive sense in their purchase behaviour, the print adverts had an enclosed scent fold, and the POS activation would be supported by hostesses spritzing the scent onto branded 'sample strips' in shopping centres.

 

The campaign featured a model and a visual style very similar to Cacharel's muse for Eau d'Eden, taking leverage of what was familiar to the public to reveal this new bleach as a delightful surprise.