Primedia Unlimited's indoor advertising specialist The Letter Corporation has teamed up with Procter and Gamble to create awareness for the launch of Always Fresh. The Always campaign was flighted for a limited time in the fitting rooms of 200 Jet Stores in Johannesburg, Cape Town, North West, Pretoria and Durban. "In line with P&G's target market, the Jet Store change rooms were an ideal way of communicating with women in a focused and personal manner," says Andrew Kramer, Group MD for Primedia Unlimited. "We wanted to make this experiential for the consumers and believe that the indoor network was effective in this regard." Procter and Gamble, in conjunction with Kwenda Marketing, commissioned TLC to leverage the change room billboards with the innovative use of scent dispensers in the change rooms. This dispenser continuously dispersed a pleasant scent similar to that of the feminine protection range, further enhancing the key benefits of the product. The brand image of freshness was therefore entrenched through both print communications and the clever use of olfactory senses. By targeting women in the shopping environment, the ad not only informs the reader about the new product, it also invites them to enter an SMS competition with a possibility of winning a pamper party for themselves and a group of friends. Respondents were also directed to tune into Metro FM on Saturdays where winners were announced.