Popsom.com|25 March 2010
Clemenger BBDO Melbourne created a fragrance as the key element of the charity marketing campaign for people who can’t see. The main idea of the Guide Dogs Australia project was to develop something that would be easily noticed by all people including the blind and vision impaired. So, smell was employed as the basis for the campaign.
The new scent was created with the help of Kit Cosmetics. The packaging of the fragrance called Support Scent has the name of the product printed in Braille and infused with the fragrance, so that it would be easy for the blind people to determine the scent among other products.
The campaign includes online, TV, cinema, radio, press and outdoor advertising.
The Support Scent range including the fragrance, scented body lotion, body wash and a candle is available at department and cosmetics boutiques as well as online stores. All the proceeds will be donated to Guide Dogs Australia to support the organization’s projects.
Source – Popsop.com