From Magazine Inserts To Interactive Experiences

As part of their Israel-based re-launch strategy for their his and her fragrance duo, Replay partnered with a local ad agency to concoct a unique guerrilla marketing stunt. According to Now Smell This, ‘tens of thousands of water guns’ were tied to public benches, trees and generally any other inviting object (read: bicycles). Attached to the guns were small notes featuring a sample of the fragrance and an explanation of its water-activated technology.

From an earlier press release about the fragrance:

“The men’s and women’s scents are infused with a molecule called cyclodextrin that releases more perfume particles when it comes into contact with water. The molecules work like tiny sponges to capture perfume oil in an outer shell, when water is added to it they are released. The end result takes fragrance into a different category, more active than passive.”

Because a large part of the perfume’s appeal is its ability to be ‘reactivated’ by a drop of water on the skin, the campaign accordingly played off this innovative technology.

Replay

Media Life: “Squirt and sniff: One way to sell a perfume”

[via Now Smell This]