Burt's Bees is pairing Facebook animation with a scratch 'n' sniff promotion for its new bath and body product brand, gud, as part of a launch campaign by Baldwin&, Raleigh.
An online video on gud's Facebook page can be watched in conjunction with a scratch-n-sniff card insert, which will appear in March issues of Allure and Lucky magazines with the corresponding URL, as well as being handed out at universities. It shows a young woman heading to work, wearing gud, who along her way transforms bad smells into good ones. At key moments, viewers are prompted to scratch the card to inhale one of six corresponding aromas. As well as gud's Orange Petalooza Body Lotion, they can smell diesel fumes from a garbage truck, cotton candy, a dirty subway, flowers, and strawberry. The tagline is 'Wherever gud goes, gud happens'. Animation is by Buck, LA.
The scratch and sniff card also carries a QR code leading to a mobile-adapted aromavision page, as well as a $1-off coupon. In-store, QR codes on packaging will also link to the mobile site. The campaign will also be promoted through social media and at gudhappens.com.
Read more about the effort on Adage.com.