P&G Prestige: Smell my neck

This case study describes how fragrance brand P&G Prestige overcame the impossibility of trialling fragrance through digital media by using memory and emotion to describe the product.

P&G Prestige: Smell my neck

Campaign details

Agency: Starcom MediaVest GroupBrand: Procter & GambleAdvertiser: Prestige

Summary

Fragrance category sales had been in decline for several years and one seemingly insurmountable hurdle stood in its way: the digital landscape. Why? Because you can't smell through a screen. Trial through actually smelling a fragrance is a proven way to get people to buy a new fragrance. We needed to find a way to translate the power of scent to the digital space for P&G Prestige Fragrances.

We made it our mission to better understand the human senses....

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