JayGrey launches ‘Breathe Happy’ campaign for P&G’s Ambi Pur using scent experiments

P&G’s leading air-care brand, Ambi Pur, has launched its Breathe Happy campaign via agency JayGrey, Sydney, hoping to prove to real people in Australia that Ambi Pur freshness can transform the air.

The integrated campaign includes an above the line execution, a PR campaign, social media engagement and an experiential event which demonstrate Ambi Pur’s odour elimination technology and freshness capabilities in extreme odour experiments.

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P&G has conducted extensive research showing that consumers are strongly influenced by smell. A recent nationwide Scentsus* commissioned by Ambi Pur found that scent is the first thing most Australians notice when they visit someone’s home.  Ambi Pur’s Breathe Happy campaign uncovers real people’s reactions to extreme odour scenarios and aims to open consumers’ eyes to the air transformation that Ambi Pur provides, even in the smelliest of places.

Says Alicia Gorken, P&G External Relations Manager: “At P&G, innovation is driven well beyond just our products; it’s applied to all areas of the business from supply chain to people management to marketing. Our new Ambi Pur Breathe Happy campaign is just one example of leading innovation in the market from the company behind the unprecedented success of the Old Spice campaign.”

Ambi Pur will begin a three day garbage truck experiential tour in Sydney starting this Wednesday 21 September, bringing to life the experiments represented in the TVC. Consumers will be blindfolded, sat in the front of a garbage truck (which has been sprayed with Ambi Pur Air Effects) and asked to describe what they can smell. Little do they know that they are surrounded by a 3-day old fish, smelly cheese or dirty laundry.

Consumers can go to facebook.com/ambipurANZ to watch the social experiments and will be invited to share their favourite scent memories to be in with a chance of winning a holiday to New Zealand.