Sara Lee has unveiled a &£2m television campaign for its winter range of Ambi Pur air fresheners.
The campaign, created by Grey London, breaks next week and features an animated character called the smell catcher who flits around seeking the ‘evocative real life smells we take for granted’. It has been produced to support two new products for the winter season made with pure perfume essence. Fireside Glow is a “warm and spicy” fragrance inspired by the heat of an open fire with the scents of cinnamon and bittersweet chocolate. Winter Dream has been designed to be reminiscent of “creamy hot drinks and baked cakes”. Both fragrances will be available as an electrical plug-in and as a scented candle.
Media planning and buying is through Zenith Optimedia.