Garnier Fructis Canada begins Vervegirl promotion
Garnier Fructis Canada has begun a promotion in support of its recently-launched Fructis Fruit Sensation shampoo. The promotion takes the form of a special cover for the February/March issue of Vervegirl magazine, published by Youth Culture of Toronto. The cover features a cast member from online reality series The Avenue, also a Youth Culture property. The cover incorporates a scratch-and-sniff element that releases the scent of the shampoo. It also makes use of an augmented reality application from Layar with which smartphone users can view messages from the woman about her experiences with the product. The promotion was developed by ZenithOptimedia. "In a very competitive category with a busy multi-tasking target, this execution leverages our target's interest and adoption of technology, their appetite for unique content and growing expectation to interact with it on their own terms," said Kim Carnahan, vice-president and group account director at ZenithOptimedia. "The merging of a traditional medium with new technology will facilitate breakthrough while imparting important product information."