Lever Brothers is encouraging shoppers to sample the fragrance of Surf Washing Tablets before they buy in a point of purchase squeeze and sniff' promotion. A device called Poparama' ­ from The Aroma Company ­ is integrated into on-shelf trays which, when pressed, releases the product's scent. Three buttons in the Surf pro motion release Outdoor Fresh, Lemon Fresh and Sun Fresh. The Poparama device is being installed into 120 Sainsbury stores this week and will back up a TV and press campaign for Surf. Simon Harrop, md of The Aroma Company, said: "This kind of promotion allows brands to draw attention to the key differentiators of the product and allows consumers to interact with it." The Aroma Company already works with retailers to pipe fragrances ­ such as pizza, biscuits, coconut or flowers ­ through their stores. {{MARKETING - P&P }}

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