Deep Heat interactive post-it note

Objective - increase saliency in a busy and competitive magazine environment to ensure brand visibility

Background:
- The smell of Deep Heat is evocative of so many sporting memories to the individual.
- Targeting active sports participants, use selective titles to deliver the Deep Heat odour and trigger respective associations and brand values.
Campaign detail:
- Year one, scent labels attached to advertising pages.
- Year two, idea developed into smelly post-it notes attached to advertisements and relevant editorial pages.
Results:
- Brand Sales up 40% year on year to date.
- Sports usage the biggest growing category.