Procter & Gamble's launch of a new fragrance variant of Daz laundry powder is being supported by an innovative promotional campaign featuring the fragrance.

The household name brand will be available in a limited edition 'Citrus Blast' fragrance. The fragranced promotional campaign is being delivered by The Aroma Company using their AromaRelease™ technology.

Simon Harrop, Managing Director of The Aroma Co says, "P&G is very innovative in the way it wants to communicate with consumers. AromaRelease™ perfectly answered the brief for one of the most creative POP campaigns in the laundry sector in recent years." AromaRelease™ uses the product's own fragrance in the printing process to create scented marketing collateral. Simon Harrop says, "Like many products, the new Daz fragrance is obscured by the packaging. Consumers want to know what their laundry will smell like and this campaign gives them that information in a clean, simple and interactive way."

The flexibility of the technology means a variety of fragranced items have been specified for this campaign including:

• Promotional pocket tissues - seven white 2 ply facial tissues fragranced with the 'Citrus Burst' aroma.
  
• Fragranced tip leaflets - die-cut leaflets replicating the packaging with a pull-tab to release the brand fragrance.
  
• Shelf-edge cards with fragranced shopping lists - attached to the shelf strip carrying the Daz branding. Consumers are invited to tear off a sheet of the fragranced note pad to use as a shopping list in-store.