LOVE SCENTED by GPY&R Melbourne for CHERRY RIPE

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LOVE SCENTED

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Industry Chocolate
Media Promo & PR, Case study
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Creative Director Jim Ingram, Ben A. Couzens
Art Director Fran Webb
Copywriter Matt Lawson
Released February 2010

Credits & Description

Category: Best Use of Newspapers
Advertiser: CADBURY
Product/Service: CHERRY RIPE CHOCOLATE BAR
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Feb 12 2010 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Executive Creative Director: Ben Coulson (George Patterson Y&R)
Creative Director: Jim Ingram (George Patterson Y&R)
Creative Director: Ben Couzens (George Patterson Y&R)
Art Director: Fran Webb (George Patterson Y&R)
Copywriter: Matt Lawson (George Patterson Y&R)
Group Account Director: Michael Napolitano (George Patterson Y&R)
Senior Account Manager: Alice Mason (George Patterson Y&R)
Head of Strategy: Kate Smither (George Patterson Y&R)
Media placement: Newspaper - Entire Newspaper - Feb 12 2010

Results and Effectiveness
MX is the metropolitan express newspaper, targeted at commuters. Considering that a train carriage, after a long day's work, isn't the most sweetly smelling environment, the scent of sweet cherries was a pleasant result which set the mood for Valentine's Day.

Creative Execution

In an Australian advertising first, we scented the entire Valentine's Day issue of the MX newspaper with the smell of sweet cherries. We all know that scent can evoke a strong feeling of connection and romance. And with this, accompanied with the line, 'Love is in the air', Cherry Ripe gave its audience a topical and experiential idea that made them fall in love with Cherry Ripe all over again.

Insights, Strategy & the Idea
Cherry Ripe is one of Australia's most loved chocolate bars. We needed to remind people of their love for Cherry Ripe. And what better way to do this than on Valentine's Day with an idea that created a sensual experience for the audience.