Perfume company rethinks traditional marketing tactics, injecting strategy with fun element of surprise.

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:

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