Like scents, songs trigger specific emotions. To get people to experience Pine-Sol's entire family of scents we curated a series of songs to let each listener experience each scent through sound.
We launched our campaign on social, starting with twitter
Users were getting their first *whiff* of the #SoundOfSmell campaign without having to leave twitter.
As well as where people were already listening to plenty of music.
People already listen to enough ads, we gave them an experience.
Our radio spots payed off the concept
Music ranged from electronic beats to mellow beach vibes.
The experience even lived on pinesol.com for those who don't have Spotify (do those people even exist?)
