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Destination

The communication objective was to tickle as many senses as possible in one single arena. This was done in order to increase awareness, but also to drive sales. The insight that it takes something extra for the target group to be attracted to a low-interest product such as toothpaste forced our recommendation to be both innovative and multi-sensory.

Platform

Apart from using a solid TV campaign, Unilever was also recommended to do a complete cinema venture with sampling, on-screen commercial as well as something unique, the spreading of a mint fragrance in the theatre during the Pepsodent commercial. The cinema environment is truly expansive , that is, the audience is susceptible to various sensory impressions and different messages as their presence is focused and their frame of mind is positive. 

Design and Delivery

When showing their tickets at the entrance of the theatre, the audience received a Pepsodent toothpaste sample and during the Pepsodent commercial, a fresh mint fragrance was spread from 4 different corners of the theatre. Unilever was the first advertiser in Sweden to use both fragrance and visual impressions together with sampling in a cinema environment.

Effectiveness

The multi-sensory combination strengthened the message and motivated purchasing:

• 63% of those who were interviewed after the event thought that the commercial message was enhanced by the fragrance.
• The majority of the open comments were very positive: "Really cool! Truly new", "Exultation in the theatre!", "You concentrate so much on the fragrance that you get affected, that is, it works.", "Smelled nice, motivated me to buy it".