A scented shelf barker is the latest innovation to hit the laundry aisle and forms part of an in-store media first for Unilever's Comfort brand.
The initiative brings together Comfort with The Co-operative Group, which has signed a six-week deal to have scented shelf barkers in 500 of its largest stores. The outlets will display shelf barkers with a special button that releases a generic Comfort scent when pressed.
"This deal shows how a little creative thinking can go a long way within the retail environment," said Jon Southcombe, MD of The Co-op's media agency, abc media.
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