Cannes Lions

VICK INHALER

PUBLICIS BRASIL, Sao Paulo / PROCTER & GAMBLE / 2011

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Overview

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Credits

Overview

Execution

To do so, we created VK Nite, a fragrance with no smell at all. In hundred of drugstores, we had promoters inviting consumers to try it using the traditional way of sampling: with a tester and cards. Whenever people tried it, they couldn´t smell anything, generating curiosity in everyone. On the back of the card, the explanation: Blocked nose? Vick Inhaler.

Outcome

Hundred of people tried the fragrance. We got various reactions, surprise, curiosity, laughter. Apart from making people aware of the benefits of Vick Inhaler, the action was also very engaging, approaching consumers and brand.

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