Geronimo launches Ambi Pur Puresse integrated drive

LONDON - Geronimo is launching a brand awareness campaign for Puresse, Ambi Pur's first allergen-reduced air freshener, based on the tagline "Let us take care of your air".

The campaign will target mums by distributing sample packs of Puresse, including a full size aerosol sample and product information, included in packs from the Bounty parent advice programme.

The activity will be supported by Bounty.com, which Geronimo will use as a means to start conversations and gauge opinions within the demographic.

Along with sampling, Geronimo will also encourage trial with 50,000 targeted e-coupons, press ads, inserts in targeted mailings and online ads.

The campaign launches this month and will include three months of sampling at Asda stores nationwide.

Claire Fox, group account director at Geronimo, said: "Our targeted approach to this activity means we're not only getting products into the right hands but can tailor our messaging accordingly.

"We are really benefiting from being associated with such a trusted source as Bounty, which further enables us to profile the benefits of Ambi Pur Puresse to mums."

Margaret Jobling, marketing director at Ambi Pur, said: "The 'let us take care of your air' campaign Geronimo has developed will really resonate with our target audience of discerning mums, who are looking for an air care solution that is more sensitive and contains reduced allergens."

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