Procter & Gamble (P&G) is to introduce special edition packs of Daz pocket tissues as part of its promotional campaign this month for its new Daz Citrus Blast launch.
The pocket tissues’ launch marks the first time Daz has been extended outside the detergents category, although a P&G spokeswoman says there are no plans to make the line a permanent feature of the brand.
Daz Citrus Blast is the first change to the core Daz fragrance for ten years, and the promotional campaign will feature a series of point-of-purchase activities around the scent. As well as the tissues, the Daz citrus scent will be used on car air fresheners, leaflets and cards.
A wider &£3m TV and print campaign will also support Citrus Blast, which was launched in a limited edition 33 per cent-free promotion pack.
P&G has created the campaign with the Aroma Company, which used a version of “scratch and sniff” technology to impregnate promotional material with perfume.
Creative advertising for Daz is handled by Leo Burnett, with media planned by MediaVest and bought by Starcom Motive. Last month, P&G revamped its advertising for Daz, ditching its doorstep challenge for a set of ads with a soap opera theme.