Coty Canada Inc. hopes Torontonians will stop to smell the flower.
Canada’s largest fragrance company has teamed up with Astral Media Outdoor to put its playful perfume Daisy Marc Jacobs in front of customers through transit shelters and street columns in Yorkville.
Each piece is decorated with a Daisy-shaped application that passersby can “scratch and sniff” to experience the scent.
A promotional team was hired to simulate the act of scratching and sniffing the decals to draw attention to the boards, and to encourage those walking by to do the same.
“The passionate and innovative spirit of this Astral Media Outdoor program fits that of the Daisy Marc Jacobs brand and with this street level creative execution bringing the scent directly to the consumer, we know the interactivity will garner huge success for us,” said Kim Husted, director of marketing, Coty Canada Inc., in a release.
Coty wanted to capitalize on the increased traffic for the Toronto International Film Festival generates, especially in the Yorkville area, said Lara Hannaford marketing and communications project manager, Astral Media Outdoor.
The effort runs until Oct. 4, with OMD handling media buying and planning.
