Launch of Sainsbury’s active:naturals

Sainsbury’s is erecting inflatable ‘sensory’ tunnels to back the launch of its active:naturals own-label botanical beauty and household range.

As well as giving its customers the opportunity to test the products, the tunnel will have real grass flooring, plants, fruits, herbs and scented candles.

The tunnels – called the Garden of Eden – will be built as an extension of the supermarket’s entrance, and will be rolled out to more than 100 stores over the next two months.

Built by the Media Vehicle, which also handles advertising on shopping trolleys, the aim of the tunnels is to attract both men and women to active:naturals.

Sainsbury’s hopes the range, which is made with fruit and herb essences, will be tested by thousands of consumers.

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