From Oranges To Street Grates: Scents That Sell Gud Brand
Burt’s Bees combined a scratch-n-sniff card with a 90-second video on Facebook to promote güd, its line of natural shampoo, conditioner, hand cream, body wash and body mist, targeting Millennial women age 18-29.
Print ads, running in this month’s issues of Allure and Lucky, include a 2-sided, 5”x 7” scratch-n-sniff card with six scents, a $1 off coupon and a QR code leading users to the video. The video can also be viewed on güd’s Facebook page.
Created by Baldwin&, Raleigh, the video begins with a young woman getting ready for work. Viewers are prompted to smell a particular scent that matches a number shown in the video. Don’t assume that each scent is pretty, either -- unless you consider diesel and subway grates go-to fragrances.
The woman applies güd body lotion (scent 1) and heads to work. An otherwise grey morning turns vibrant and
colorful once the woman comes in the picture. As she walks the city blocks, she passes a garbage truck emitting a lovely diesel scent. Once she passes the truck, however, the scent morphs into cotton
candy.
The next scent is that of a subway grate. Envision a 90-degree day and hot air blasting up, and it’s almost as gross as the smell of hot garbage.
Fortunately the woman walks over the grate and transforms that hot mess into a flowery scent. The final scent is strawberries, as the woman passes by a group of cigarette smokers.
The woman arrives at work and the voiceover closes with: “Wherever güd goes, güd happens.”
“güd has a delicious, complex scent profile. The whole thing is a very sensory experience,” said David Baldwin, Lead Guitar, and founder of
Baldwin&. “The challenge was to bring this experience to life, which is a difficult thing to pull off using the usual ad media. So we came up with a way to attract and pull together the
Facebook community by creating an unorthodox combination of media that actually gave you an idea of how great the product smells.”
The project took three and a half months to complete, including the animation.
In the first week of the video launch, güd’s Facebook page captured more than 200,000 new “likes.”
Recent Creative Media Blog Articles
-
Fashion, Food And Street-Legal Drugs May 20, 4:06 p.m.
In Amsterdam, a spring fashion lookbook was transformed into an extreme cookbook, full of recipes using ...
-
Car Paint, Heal Thyself May 13, 2:40 p.m.
Nissan has developed self-healing paint, a technology that renders a car scratch-proof. Does this spell the ...
-
Mail A Letter -- It Could Save A Life May 6, 3:24 p.m.
New technology, like social networks, not only reconnects old friends and relatives but sheds light on ...
-
A&W Restaurant's Social Media Moves: Locked Out Of LinkedIn, Rebounds With Vine April 29, 3:43 p.m.
A&W Restaurants is jumping headfirst into social media with the help of its mascot, Rooty The ...
-
A Campaign That Uses Its Noodle, Literally April 22, 4:55 p.m.
Nothing beats indulging in various ethnic cuisines while on vacation but what to do when a ...
-
Look Up: Agency Transforms Water Tower Into Art Projector April 15, 4:39 p.m.
Rusty, the 100-year-old water tower that resides on the roof of Carmichael Lynch in Minneapolis, received ...
-
The Latest Impulse Buy: A Car? April 8, 3:14 p.m.
When I think of impulse buys, I think of the candy section at the grocery store ...
-
Ketchup Art Marks Condiment Brand's 50th Anniversary April 1, 4:37 p.m.
We’ve all heard the term “playing with your food” -- but what about playing with your ...
-
Driving Dogs Continue To Drive Adoptions In New Zealand March 18, 4:33 p.m.
A New Zealand campaign launched in December continues to encourage the practice of adopting shelter dogs. ...
-
Hospital Targets Doctors With DM Poster Of The Hippocratic Oath March 11, 3:59 p.m.
The University of Colorado Hospital and its agency, Cactus, launched a print series three years ago, ...
Be the first to comment on "From Oranges To Street Grates: Scents That Sell Gud Brand"
Leave a Comment