Procter & Gamble: Launch of Lenor’s “Aroma Jewel”

The fabric softener’s market in Japan is getting more and more saturated as competitors are becoming increasingly aggressive with new products being launched into the category every month.

In February 2012, P&G launched a product to compliment fabric softeners, Aroma Jewel, a scent booster. But the Japanese housewives were skeptical about trying this new scent-enhancing product as they did not want to risk ending up with an unpleasant scent on their laundry.

To solve this problem, Grey Group Japan was tasked to develop and deliver the campaign “Scent Mix Recipe 12”.

Click on the video to find out more!



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