Seventh Generation’s Scented Labels Captivate Consumers in Store Aisles

 

The challenge

As they were planning the launch of their lavender detergent into BJ’s Warehouse, Seventh Generation realized that the packaging presented them with a problem – consumers are not able to smell the product when in the store aisle. As this is a new product in that particular store, Seventh Generation needed a way to differentiate from competition.

MCC’s solution: scented labels

Multi-Color suggested the idea of using scratch and sniff labels. This would allow consumers to still be able to test out the product’s scent before buying. In a market like laundry detergent, scent is often a driving factor to purchase, so this solution was vital to Seventh Generation’s success.

It was wonderful working with MCC on this project. We were searching for in-aisle solutions to communicate our fragrance to consumers, and the Scratch-n-Sniff stickers delivered perfectly. Even better, the retailer was excited by the program and centered a whole promotional program around the launch. Super pleased with the results. – Monique Malone, SVG Laundry Brand Manager

Results

Multi-Color created a lavender fragrance for Seventh Generation’s laundry detergent label that accurately depicted what the product inside smelled like. Seventh Generation was very happy MCC was able to come up with a solution and execute the scent they were imagining. Seventh Generation continues to utilize these scented labels for their products today.