Brief Explanation

Idea: Perfume Endurance Challenge Leveraging the best-ever upgrade of Downy Parfum Collection line that claimed to last longer than expensive fine fragrances, we created a fragrance endurance challenge – inside the Puregold store. Two mannequins dressed in gowns were placed side-by-side in a display window. One side had been sprayed with expensive fine fragrance, and the other had been washed with Downy Parfum Collection. Through Facebook awareness building and in-store engagement, shoppers were invited to smell and experience the difference for themselves as Downy’s fragrance clearly outlasted its rival for over 7 days. This amazing in-store experiment was enhanced by setting up special ‘Scent Selector’ booths in 10 branches of Puregold, and also dressing up the Fabric Conditioner aisle with the new Downy look. Shoppers could experience live demonstrations at the booths, select the Downy Parfum variant that they like, and enter into a lucky draw.