Scratch-and-Sniff Facebook Effort is Gud -- If You Like Diesel Fumes
Gud is formally launching a scratch-and-sniff-along Facebook video March 6 in which people can smell along using a scent card being distributed through such magazines as Allure and Lucky, along with handouts from guerrilla street teams at six large universities nationwide. It's all part of a campaign by Baldwin&, Raleigh, N.C.
Unlike most scented beauty ads, Gud's isn't just about wildflowers and fresh spring breezes. Some of the scent bubbles try to duplicate diesel exhaust, garbage and urban storm-sewer smells.
The focus on irreverence and fun is central to the Gud proposition, said Garrett Putman, marketing manager for the brand. "Most of the [beauty] category thinks that being beautiful is what makes women happy," he said. "We've kind of turned that on its head and said, 'Being happy is what makes women beautiful.' And so everything we've done we've tried to take on a fun, irreverent personality -- from the product package to the copy on the back to the marketing campaign."
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