Bold 2in1, one of P&G’s leading fabric care brands, is introducing two new Irresistible scents to its range of detergents. Available now, the new variants target fragrance lovers, who are the heaviest category spenders.
The new range is available in two luxurious fragrances – Sparkling Bloom & Yellow Poppy and Plumeria & White Orchid – which have been blended by perfume experts for an irresistible scent experience. In addition, new striking packaging featuring a colourful background has been designed to emphasise the fragrance delivery of the product.
The launch is being supported by a heavyweight media support package, including TV, print, digital and out-of-home activations. Bold 2in1 has a 13.2% share of the total laundry category, and the new scents are set to add incremental value to the category and drive brand growth as shoppers trade up to a more premium product. As with the rest of the Bold 2in1 range, the new scents include the addition of a ‘touch of Lenor’ for a longer lasting, refined fragrance.
Daniel Jalalpour, P&G Laundry Brand Manager, comments: “Our research suggests that consumers are willing to pay more for new and unique fragrances. This exciting new launch introduces a new proposition for Bold, combining uplifting scents with bright and bold packaging to hint at the intensity of the fragrances. This is one of the biggest launches of the year for Bold, and we are supporting it with a huge marketing investment to keep the brand at the front of consumers’ minds.”