Lux and Reed Pacific Media use scent in Myanmar as part of its market growth strategy

LUX has partnered with Reed Pacific Media to deliver a fine fragrance sampling campaign for the re-launch of LUX soap and body wash in Myanmar, with new fragrances in a new market.

The campaign coincides with the opening of a new regional hub for Reed Pacific Media in Singapore, delivering scented advertising services across Asia. The Australian scented advertising agency used their Incidental Touch technology to apply the LUX alluring fine fragrance to full page magazine inserts in People,

Tharaphu, Myin Kwin and Idea. Fragrance sampling is a method for driving brand loyalty and achieving cut-through in a cluttered advertising market.

This is an exciting first for Myanmar, introducing a sensory dimension and unprecedented scent performance to magazine advertising and the wider print channel. We are excited about our growth in Myanmar and the wider region,’ said Leah Callon-Butler, Business Development Manager for Reed Pacific Media in Southeast Asia.

Scented advertising is a new innovation in the Southeast Asian market, allowing marketers to deliver a sensory experience to consumers via multiple advertising platforms such as print, outdoor, Point Of Purchase, experiential, cinema and more.

Reed Pacific Media is a Scented Advertising agency that has recently entered the APAC region to help FMCG clients deliver sensory advertising campaigns to targeted consumers.