Penetration of Fabric Conditioners is just 13% in India. The main barrier was that the consumer did not feel the need to use one. She saw no benefit. Comfort Fabric Conditioner relaunched with the promise of ‘daylong freshness.’ Our goal was to drive awareness and credibility of the new proposition
Solution
We used newspapers to send her fabric that carried the Comfort message. As the newspaper is in the house throughout the day, it would remind consumers to smell it anytime to experience daylong .For the first time ever, the front page of the newspaper carried a Comfort treated cloth affixed onto it. With an experiential print ad, a one of a kind mass demonstration
