Exterion launch scented posters!

Exterion launch scented posters!

Last month, Pernod Ricard UK installed strawberry scented posters throughout Oxford Circus Underground station. This was part of the launch campaign for Beefeater Pink, a new variation of its London Dry Gin.

The new product development was led by Exterion Media. The immersive campaign takes customers on a sensory brand experience as they leave the station in corridors lined with the scented posters.

In addition, the two-week campaign includes four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).

Philip Ainsworth, Marketing Director for Pernod Ricard UK, said:” Distilled in London, Beefeater Pink represents the spirit of the city where convention and modernity coexist. So a London Underground OOH domination made complete sense. Young millennials aged 20-27 are the target. We want our marketing to be playful, fresh and as disruptive as possible.”

How did they do it?

Exterion Media and Vinyl Graphics Limited (VGL) designed a screenprint process. Using a ‘pure capsule aroma’ and a water-based UV coating, infuses scented ink into a dry-posted poster. A UK-produced pure capsule strawberry aroma was used for the Beefeater Pink OOH campaign. Designed for print, textiles, paper and spray applications, the capsule is for customer grade applications.

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